Attribution in online marketing: a Big Data problem

Avinash Kaushik's masterful post on the "mutli-channel attribution problem" in Web analytics is required reading for anyone seeking an understanding of what Big Data is really about. Kaushik's posts are marathons; I provide here a little background, plus some highlights from his post to save you some time. But you absolutely should read the whole thing! I will start from the elementary. Big Data is big because the Internet was set up in such a way that there are extensive log files (Weblogs) documenting details of how information flows from point A to point B. When you click on a...