OptimaHub Marketing Attribution – The Hidden Markov Model
Consumers, and their buying behavior, are chaotic and the Hidden Markov Modeling approach to Multi-touch Attribution handles a non-linear customer journey event better. OptimaHub from Equifax uses this approach to model true customer behavior in the most accurate way possible, for better optimization of your marketing and media budget as well as revenue forecasting. Other attribution products use simpler regression modeling which can apply simplifications to consumer behavior, or an equal weighting of multiple touchpoints.
For more information on OptimaHub Multi-touch Attribution and other Data-driven Marketing solutions from Equifax, please visit our website.