The Marketing Analytics team at Tableau has been working on a large-scale marketing attribution analysis that involves building up our comprehensive customer journey data across many marketing channels, and attributing true effect of marketing to these channels. We use a combination of Markov Chain Model and traditional Media Mix Model to produce a simulation of how spend across channels impact leads and revenue. Along the way, we uncovered the power of visualization in making complex models accessible to end-users, and helping everyone “see” the model. In this session, you will not only see how Tableau as a marketer tackles one of the most challenging problems in marketing, but also see the power of using Tableau as a tool to bring down barriers to understanding sophisticated models.
