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: A concatenated string or array of channels (e.g., Social > Search > Email ).
Without this preparation step, MTA models cannot handle the high cardinality of raw clickstream data. It ensures that the input is and linearly ordered , which is a prerequisite for calculating the incremental lift of specific marketing channels [3, 5].
In the context of Multi-Touch Attribution (MTA) models, the feature or step within a script like strongmta.sql is designed to transform raw, event-level marketing data into a structured format suitable for attribution modeling. Core Functions of the "Prepare" Feature
: A boolean or integer indicating if the path led to a sale (1 or 0).
: The script applies logic to filter out interactions that occurred outside a defined lookback window (e.g., 30 days) and identifies which touchpoints belong to a single conversion cycle [2, 5].
