Strongmta.sql Apr 2026

: 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].

: It aggregates individual touchpoints into sequential "paths." This involves grouping all interactions a user had leading up to a specific conversion event [4]. strongmta.sql

: A boolean or integer indicating if the path led to a sale (1 or 0). : The script applies logic to filter out

: A concatenated string or array of channels (e.g., Social > Search > Email ). : A concatenated string or array of channels (e

The "prepare" stage typically handles the heavy lifting of data cleaning and sessionization before any attribution logic (like Markov Chains or Shapley Value) is applied:

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