https://github.com/rebeccamorolong/-marketing-attribution-modeling-with-sql
This project uses SQL to analyze customer journeys and allocate credit to marketing channels using various attribution models.
https://github.com/rebeccamorolong/-marketing-attribution-modeling-with-sql
marketing-analytics modeling postgresql
Last synced: about 2 months ago
JSON representation
This project uses SQL to analyze customer journeys and allocate credit to marketing channels using various attribution models.
- Host: GitHub
- URL: https://github.com/rebeccamorolong/-marketing-attribution-modeling-with-sql
- Owner: RebeccaMorolong
- Created: 2025-08-04T15:21:19.000Z (2 months ago)
- Default Branch: main
- Last Pushed: 2025-08-04T15:41:38.000Z (2 months ago)
- Last Synced: 2025-08-04T19:16:30.389Z (2 months ago)
- Topics: marketing-analytics, modeling, postgresql
- Homepage:
- Size: 4.88 KB
- Stars: 0
- Watchers: 0
- Forks: 0
- Open Issues: 0
-
Metadata Files:
- Readme: README.md
Awesome Lists containing this project
README
# 📊 Marketing Attribution Modeling (SQL Project)
This project uses SQL to analyze customer journeys and allocate credit to marketing channels using various attribution models.
## 🎯 Project Goals
- Calculate first-touch, last-touch, linear, and time-decay attribution
- Understand channel contribution to conversions
- Support marketing budget optimization
## SQL Skills:
- Event sequencing, session analysis, attribution logic
## 🧱 Schema
- `customers`: Customer conversions
- `marketing_channels`: Marketing channels metadata
- `touchpoints`: Customer touchpoints with channels and timestamps
## 📊 Attribution Models
- First-Touch Attribution
- Last-Touch Attribution
- Linear Attribution (equal credit)
- Time Decay Attribution (recency weighted)
## 📁 Dataset
- Simulated or from [Online Advertising Dataset](https://www.kaggle.com/datasets/rohitsahoo/online-advertising)
## 📌 Insights Sample
- Email channels lead in first-touch conversions
- PPC dominates last-touch attribution
- Social media channels gain more credit in linear and time decay models
---