Markov models vs. Naive Bayes: How to scale propensity models for in-app behavior and retention
The world of marketing has a bit of a love affair with Markov models. Attribution is a really important topic in marketing, and Markov models have allowed marketers to move past first-touch/last-touch attribution and other similarly simplistic heuristics. So when people find out Aampe uses propensity models to enable more intelligence targeting, they often ask […]