Was this ML attribution model output explainable / deterministic? I've seen some really complicated marketing attribution models in the past and hear it was something of a never-ending battle to understand and arrive at the "right" model.
I believe it is explainable as I didn’t hear anything fancy about the model being built. It’s been tested and proven to cut marketing spend quite a bit while delivering the same results. A patent has also been filed.
You are spot on that sometimes we just overcomplicate models and sometimes it’s best to go with something explainable and deterministic but less accurate as opposed to more accuracy but complicated.
