awesome-attribution
A curated list of attribution, measurement, and marketing analytics resources. Open-source libraries, commercial platforms, research papers, datasets, and the people thinking hard about which marketing dollar caused which revenue dollar.
https://github.com/mbuzzco/awesome-attribution
Last synced: 5 days ago
JSON representation
-
Blogs & Newsletters
- Avinash Kaushik — Marketing-Analytics Intersect
- MineThatData - running newsletter on retail, direct response, and attribution skepticism.
- Mobile Dev Memo - era advertising economy.
-
Commercial Attribution Platforms
- Adjust
- Attribution - touch attribution for B2B SaaS. Long-standing independent vendor.
- Branch - platform deep linking.
- Cometly - level ROAS for DTC brands.
- Factors.ai
- Fospha - funnel measurement for DTC brands, with MMP, MMM, and media planning in one stack.
- mbuzz - side multi-touch attribution for technical marketers, with open-source SDKs and a custom Attribution DSL. Bootstrapped.
- Mutinex - founded.
- Rockerbox - touch attribution for DTC and retail, with MMM features layered on top.
- Ruler Analytics - fill and phone-call tracking, UK-focused.
- SegmentStream - driven.
- Triple Whale
-
Commercial MMM & Incrementality Platforms
- Analytic Partners
- Haus - experiments. Founded by ex-Google and Netflix economists.
- Measured - channel incrementality testing and measurement, enterprise-focused.
- Northbeam
- Recast - stage brands. Also ships [GeoLift by Recast](https://getrecast.com/geolift) as a free tool.
-
Communities
-
Datasets
- Criteo Attribution Modeling for Bidding Dataset
- Criteo Uplift Modeling Dataset
- KDD Cup 2012 Track 2 — Click Prediction - adjacent modeling.
- Google GeoLift sample datasets - experiment datasets bundled with the GeoLift R package.
-
Methodology Guides & Long-Form Writing
- Avinash Kaushik — Modern Analytics Maturity Model - level maturity ladder from ad-hoc reporting to incrementality-led decision making.
- Haus — Incrementality 101
- IAB Australia — The Future of Measurement
- IAB US — State of Data - of-measurement report from the US IAB.
- Madison and Wall — Brian Wieser
- mbuzz MTA Academy - oriented guides on multi-touch attribution, server-side tracking, and model selection.
- Recast Blog — MMM Methodology - experiments, and measurement philosophy.
-
Open-Source Attribution Libraries
- ChannelAttribution - chain and heuristic attribution models. Academic foundation for a lot of commercial tooling.
- mbuzz-node - side multi-touch attribution, tied to the mbuzz hosted platform.
- mbuzz-php - side attribution with framework-agnostic core and Laravel/Symfony adapters.
- mbuzz-python - side attribution with Flask middleware.
- mbuzz-ruby - side attribution with Rails Railtie, middleware, and background-job support.
-
Open-Source MMM & Incrementality
- CausalImpact - series. The reference implementation behind most geo-test analysis.
- GeoLift - experiments to measure lift.
- LightweightMMM
- Meridian - and-frequency support, production-oriented.
- Robyn - source semi-automated MMM framework in R. Heavily used in the Meta ecosystem.
- PyMC Marketing - based Bayesian marketing analytics library from PyMC Labs. MMM, CLV, and customer analytics.
-
Podcasts
-
Related Lists
- awesome-analytics
- awesome-marketing-machine-learning
- awesome-gtm-engineering - to-market engineering tooling and resources.
-
Research & Papers
- Causally Motivated Attribution for Online Advertising
- Data-driven Multi-touch Attribution Models
- From Attribution to Causality in Digital Advertising
- Measuring Ad Effectiveness Using Geo Experiments - lift methodology.
- Bayesian Methods for Media Mix Modeling with Carryover and Shape Effects
- Challenges and Opportunities in Media Mix Modeling
-
Server-Side Tracking Infrastructure
- Google Tag Manager Server Container - side GTM, runs in Google Cloud or self-hosted.
- Jitsu - source Segment alternative for event collection.
- RudderStack - source CDP and event pipeline, warehouse-first.
- Snowplow - source behavioral data platform with strong schema enforcement.
- Stape - side GTM hosting with a large tag template marketplace.
- TAGGRS - side tagging, competitive with Stape.
Programming Languages
Categories
Commercial Attribution Platforms
12
Methodology Guides & Long-Form Writing
7
Server-Side Tracking Infrastructure
6
Open-Source MMM & Incrementality
6
Research & Papers
6
Commercial MMM & Incrementality Platforms
5
Open-Source Attribution Libraries
5
Datasets
4
Podcasts
4
Blogs & Newsletters
3
Related Lists
3
Communities
3
License
1
Sub Categories
Keywords
mmm
4
data-collection
2
clv
2
data-science
2
marketing
2
marketing-mix-modeling
2
snowflake
2
redshift
2
econometrics
2
marketing-science
2
bigquery
2
data-pipeline
2
data-integration
2
snowplow-pipeline
1
snowplow-events
1
snowplow
1
product-analytics
1
marketing-analytics
1
data
1
cdp
1
analytics
1
customer-data
1
customer-data-lake
1
customer-data-pipeline
1
warehouse-native
1
customer-data-platform
1
warehouse-management
1
data-engineering
1
segment-alternative
1
privacy
1
event-streaming
1
etl
1
elt
1
data-synchronization
1
time-series-forecasting
1
synthetic-control
1
recommendation-system
1
mta
1
media
1
machine-learning
1
causal-inference
1
awesome-list
1
attribution
1
bayesian
1
ridge-regression
1
marketing-mix-modelling
1
hyperparameter-optimization
1
gradient-based-optimisation
1
evolutionary-algorithm
1
cost-response-curve
1