├── .github ├── CODEOWNERS └── workflows │ └── ci-check.yml ├── .gitignore ├── LICENSE ├── config_templates ├── attribution_rules.csv ├── attribution_windows.csv ├── conversion_rules.csv ├── conversion_shares.csv └── touch_rules.csv ├── dbt_project.yml ├── docs └── configuration.md ├── integration_tests ├── .sqlfluff ├── .sqlfluffignore ├── Makefile ├── data │ ├── .gitkeep │ ├── attribution_rules.csv │ ├── attribution_windows.csv │ ├── conversion_rules.csv │ ├── conversion_shares.csv │ ├── dummy_data │ │ ├── conversion_events.csv │ │ └── touch_events.csv │ └── touch_rules.csv ├── dbt_project.yml ├── macros │ └── generate_schema_name.sql ├── models │ ├── stg_conversion_events.sql │ └── stg_touch_events.sql ├── package-lock.yml ├── packages.yml ├── poetry.lock ├── profiles.yml ├── pyproject.toml └── tests │ ├── .gitkeep │ └── attributed_conversions │ ├── test_conversion_shares.sql │ ├── test_scenario_1_first_touch.sql │ └── test_scenario_2_first_touch_7_day.sql ├── macros ├── .gitkeep ├── current_utc_time.sql ├── generate_surrogate_key.sql ├── generate_uuid.sql ├── get_warehouse.sql ├── test_greater_than_zero.sql └── test_in_past.sql ├── models ├── schema.yml ├── tasman_mta__attributed_conversions.sql ├── tasman_mta__attributed_touches.sql ├── tasman_mta__filtered_conversion_events.sql ├── tasman_mta__filtered_touch_events.sql └── tasman_mta__performance_history.sql └── readme.md /.github/CODEOWNERS: -------------------------------------------------------------------------------- 1 | # This CODEOWNERS file defines ownership of specific folders within this repo 2 | # Each line is a file pattern followed by one or more owners. 3 | 4 | # These owners will be the default owners for everything in 5 | # the repo. Unless a later match takes precedence, 6 | # these teams/reviewers will be requested for 7 | # review when someone opens a pull request. 8 | * @TasmanAnalytics/analytics-engineering 9 | 10 | 11 | # All files in the below directory and any of its 12 | # subdirectories will be owned by the specified team 13 | -------------------------------------------------------------------------------- /.github/workflows/ci-check.yml: -------------------------------------------------------------------------------- 1 | name: CI 2 | 3 | on: 4 | pull_request: 5 | 6 | # Automatically cancel any previous runs of this workflow 7 | concurrency: 8 | group: ${{ github.workflow }}-${{ github.ref }} 9 | cancel-in-progress: true 10 | 11 | jobs: 12 | ci-check-snowflake: 13 | runs-on: ubuntu-latest 14 | defaults: 15 | run: 16 | working-directory: ./integration_tests 17 | env: 18 | SNOWFLAKE_ACCOUNT: ${{ secrets.SNOWFLAKE_ACCOUNT }} 19 | SNOWFLAKE_USER_CI: ${{ secrets.SNOWFLAKE_CI_USER }} 20 | SNOWFLAKE_PASSWORD_CI: ${{ secrets.SNOWFLAKE_CI_USER_PASSWORD }} 21 | SNOWFLAKE_DATABASE_CI: DBT_PACKAGE_CI 22 | SNOWFLAKE_ROLE_CI: PACKAGE_CI_ROLE 23 | SNOWFLAKE_WAREHOUSE_CI: PACKAGE_CI_WH 24 | SNOWFLAKE_SCHEMA_CI: DBT_CI_${{github.event.number}}_${{ github.actor }} # Creates a unique schema for each PR 25 | steps: 26 | - name: Checkout branch 27 | id: checkout-branch 28 | uses: actions/checkout@v3 29 | 30 | - name: Install Poetry 31 | id: install-poetry 32 | run: | 33 | pipx install poetry 34 | 35 | - name: setup-python 36 | id: setup-python 37 | uses: actions/setup-python@v4 38 | with: 39 | python-version: "3.10" 40 | cache: 'poetry' # Auto cache based on poetry.lock 41 | 42 | - name: Install python deps 43 | id: install-python-deps 44 | run: | 45 | poetry install 46 | 47 | - name: Install dbt deps 48 | id: install-dbt-deps 49 | run: | 50 | poetry run dbt deps 51 | 52 | - name: Check dbt compiles and CI Profiles work 53 | id: check-dbt-ci-profiles-work 54 | run: | 55 | poetry run dbt debug --target snowflake-ci 56 | 57 | - name: dbt build on Snowflake 58 | id: dbt-build-snowflake 59 | run: | 60 | poetry run dbt build --full-refresh --target snowflake-ci 61 | -------------------------------------------------------------------------------- /.gitignore: -------------------------------------------------------------------------------- 1 | # Created by https://www.toptal.com/developers/gitignore/api/python,macos,jupyternotebooks 2 | # Edit at https://www.toptal.com/developers/gitignore?templates=python,macos,jupyternotebooks 3 | 4 | ### JupyterNotebooks ### 5 | # gitignore template for Jupyter Notebooks 6 | # website: http://jupyter.org/ 7 | 8 | .ipynb_checkpoints 9 | */.ipynb_checkpoints/* 10 | 11 | # IPython 12 | profile_default/ 13 | ipython_config.py 14 | 15 | # Remove previous ipynb_checkpoints 16 | # git rm -r .ipynb_checkpoints/ 17 | 18 | ### macOS ### 19 | # General 20 | .DS_Store 21 | .AppleDouble 22 | .LSOverride 23 | .idea/ 24 | .vscode/ 25 | 26 | # Icon must end with two \r 27 | Icon 28 | 29 | 30 | # Thumbnails 31 | ._* 32 | 33 | # Files that might appear in the root of a volume 34 | .DocumentRevisions-V100 35 | .fseventsd 36 | .Spotlight-V100 37 | .TemporaryItems 38 | .Trashes 39 | .VolumeIcon.icns 40 | .com.apple.timemachine.donotpresent 41 | 42 | # Directories potentially created on remote AFP share 43 | .AppleDB 44 | .AppleDesktop 45 | Network Trash Folder 46 | Temporary Items 47 | .apdisk 48 | 49 | ### macOS Patch ### 50 | # 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Translations 108 | *.mo 109 | *.pot 110 | 111 | # Django stuff: 112 | *.log 113 | local_settings.py 114 | db.sqlite3 115 | db.sqlite3-journal 116 | 117 | # Flask stuff: 118 | instance/ 119 | .webassets-cache 120 | 121 | # Scrapy stuff: 122 | .scrapy 123 | 124 | # Sphinx documentation 125 | docs/_build/ 126 | 127 | # PyBuilder 128 | .pybuilder/ 129 | target/ 130 | edr_target/ 131 | # Jupyter Notebook 132 | 133 | # IPython 134 | 135 | # pyenv 136 | # For a library or package, you might want to ignore these files since the code is 137 | # intended to run in multiple environments; otherwise, check them in: 138 | # .python-version 139 | 140 | # pipenv 141 | # According to pypa/pipenv#598, it is recommended to include Pipfile.lock in version control. 142 | # However, in case of collaboration, if having platform-specific dependencies or dependencies 143 | # having no cross-platform support, pipenv may install dependencies that don't work, or not 144 | # install all needed dependencies. 145 | #Pipfile.lock 146 | 147 | # poetry 148 | # Similar to Pipfile.lock, it is generally recommended to include poetry.lock in version control. 149 | # This is especially recommended for binary packages to ensure reproducibility, and is more 150 | # commonly ignored for libraries. 151 | # https://python-poetry.org/docs/basic-usage/#commit-your-poetrylock-file-to-version-control 152 | #poetry.lock 153 | 154 | # pdm 155 | # Similar to Pipfile.lock, it is generally recommended to include pdm.lock in version control. 156 | #pdm.lock 157 | # pdm stores project-wide configurations in .pdm.toml, but it is recommended to not include it 158 | # in version control. 159 | # https://pdm.fming.dev/#use-with-ide 160 | .pdm.toml 161 | 162 | # PEP 582; used by e.g. github.com/David-OConnor/pyflow and github.com/pdm-project/pdm 163 | __pypackages__/ 164 | 165 | # Celery stuff 166 | celerybeat-schedule 167 | celerybeat.pid 168 | 169 | # SageMath parsed files 170 | *.sage.py 171 | 172 | # Environments 173 | .env 174 | .venv 175 | env/ 176 | venv/ 177 | ENV/ 178 | env.bak/ 179 | venv.bak/ 180 | 181 | # Spyder project settings 182 | .spyderproject 183 | .spyproject 184 | 185 | # Rope project settings 186 | .ropeproject 187 | 188 | # mkdocs documentation 189 | /site 190 | 191 | # mypy 192 | .mypy_cache/ 193 | .dmypy.json 194 | dmypy.json 195 | 196 | # Pyre type checker 197 | .pyre/ 198 | 199 | # pytype static type analyzer 200 | .pytype/ 201 | 202 | # Cython debug symbols 203 | cython_debug/ 204 | 205 | # PyCharm 206 | # JetBrains specific template is maintained in a separate JetBrains.gitignore that can 207 | # be found at https://github.com/github/gitignore/blob/main/Global/JetBrains.gitignore 208 | # and can be added to the global gitignore or merged into this file. 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If not, see . 649 | 650 | Also add information on how to contact you by electronic and paper mail. 651 | 652 | If the program does terminal interaction, make it output a short 653 | notice like this when it starts in an interactive mode: 654 | 655 | Copyright (C) 656 | This program comes with ABSOLUTELY NO WARRANTY; for details type `show w'. 657 | This is free software, and you are welcome to redistribute it 658 | under certain conditions; type `show c' for details. 659 | 660 | The hypothetical commands `show w' and `show c' should show the appropriate 661 | parts of the General Public License. Of course, your program's commands 662 | might be different; for a GUI interface, you would use an "about box". 663 | 664 | You should also get your employer (if you work as a programmer) or school, 665 | if any, to sign a "copyright disclaimer" for the program, if necessary. 666 | For more information on this, and how to apply and follow the GNU GPL, see 667 | . 668 | 669 | The GNU General Public License does not permit incorporating your program 670 | into proprietary programs. If your program is a subroutine library, you 671 | may consider it more useful to permit linking proprietary applications with 672 | the library. If this is what you want to do, use the GNU Lesser General 673 | Public License instead of this License. But first, please read 674 | . -------------------------------------------------------------------------------- /config_templates/attribution_rules.csv: -------------------------------------------------------------------------------- 1 | model_id,spec,rule,part,attribute,relation,value 2 | -------------------------------------------------------------------------------- /config_templates/attribution_windows.csv: -------------------------------------------------------------------------------- 1 | model_id,att_window,time_seconds 2 | -------------------------------------------------------------------------------- /config_templates/conversion_rules.csv: -------------------------------------------------------------------------------- 1 | model_id,conversion_category,rule,part,attribute,type,relation,value 2 | -------------------------------------------------------------------------------- /config_templates/conversion_shares.csv: -------------------------------------------------------------------------------- 1 | model_id,spec,share 2 | -------------------------------------------------------------------------------- /config_templates/touch_rules.csv: -------------------------------------------------------------------------------- 1 | model_id,touch_category,rule,part,attribute,type,relation,value 2 | -------------------------------------------------------------------------------- /dbt_project.yml: -------------------------------------------------------------------------------- 1 | name: 'tasman_dbt_mta' 2 | version: '1.0.2' 3 | 4 | require-dbt-version: [">=1.3.0", "<2.0.0"] 5 | 6 | config-version: 2 7 | 8 | target-path: "target" 9 | clean-targets: ["target", "dbt_modules", "dbt_packages"] 10 | macro-paths: ["macros"] 11 | log-path: "logs" 12 | 13 | models: 14 | tasman_dbt_mta: 15 | +schema: tasman_mta -------------------------------------------------------------------------------- /docs/configuration.md: -------------------------------------------------------------------------------- 1 | - [Configuring the Engine](#configuring-the-engine) 2 | - [Configuring the Models](#configuring-the-models) 3 | - [Configuration Templates](#configuration-templates) 4 | - [Touch and Conversion Rules](#touch-and-conversion-rules) 5 | - [Touch Rules Example](#touch-rules-example) 6 | - [Conversion Rules Example](#conversion-rules-example) 7 | - [Attribution Rules](#attribution-rules) 8 | - [Attribution Rules Example](#attribution-rules-example) 9 | - [Conversion Shares](#conversion-shares) 10 | - [Conversion Share Example](#conversion-share-example) 11 | - [Attribution Windows](#attribution-windows) 12 | - [Attribution Window Example](#attribution-window-example) 13 | - [Touches vs Sessions](#touches-vs-sessions) 14 | 15 | 16 | # Configuring the Engine 17 | 18 | The engine can be connected to your existing touch and conversion data sources using variables within the main project `dbt_project.yml` file 19 | 20 | ``` 21 | vars: 22 | tasman_dbt_mta: 23 | incremental: "" 24 | touches_model: "{{ ref() }}" 25 | touches_event_id_field: "" 26 | touches_timestamp_field: "" 27 | touches_user_id_field: "" 28 | conversions_model: "{{ ref()}}" 29 | conversions_event_id_field: "" 30 | conversions_timestamp_field: "" 31 | conversions_user_id_field: "" 32 | conversion_rules: "{{ ref() }}" 33 | touch_rules: "{{ ref() }}" 34 | attribution_rules: "{{ ref() }}" 35 | conversion_shares: "{{ ref() }}" 36 | attribution_windows: "{{ ref() }}" 37 | snowflake_prod_warehouse: "" 38 | snowflake_dev_warehouse: "" 39 | ``` 40 | 41 | - **`incremental`:** "true" or "false" depending on whether the model should run using incremental models or not 42 | - **`touches_model`:** Reference to the model containing touch data points. This can be touches or sessions - [read more here](#touches-vs-sessions). 43 | - **`touches_timestamp_field`:** Field within the `touches_model` that contains timestamps for each touch point. 44 | - Touches must occur in the past, and there are column tests throughout the package to validate this. 45 | - **`touches_event_id_field`:** Field within the `touches_model` that contains a unique indentifier for each touch point 46 | - **`touches_user_id_field`:** Field within the `touches_model` that contains the user identifier 47 | - **`conversions_model`:** Reference to the model containing conversion data points 48 | - **`conversions_timestamp_field`:** Field within the `conversions_model` that contains timestamps for each conversion. 49 | - Conversions must occur in the past, and there are column tests throughout the package to validate this. 50 | - **`conversions_event_id_field`:** Field within the `conversions_model` that contains a unique indentifier for each conversion 51 | - **`conversions_user_id_field`:** Field within the `conversions_model` that contains the user identifier 52 | - **`conversion_rules`:** A seed file containing rules that can be used to filter specific conversions for each attribution model 53 | - **`touch_rules`:** A seed file containing rules that can be used to filter specific touches for each attribution model 54 | - **`attribution_rules`:** A seed file containing rules that are used to determine how touches are attributed to conversions (specs) for each attribution model 55 | - **`conversion_shares`:** A seed file that maps to each attribution spec to determine the credit awarded to touches meeting each rule for each attribution model 56 | - **`attribution_windows`:** A seed file that determines the maximum time between a touch and its conversion for each attribution model 57 | - **`snowflake_prod_warehouse`:** **(Snowflake connections only)** This is the snowflake warehouse that should be used for when the target = 'prod'. An empty string will use the profile default warehouse. 58 | - **`snowflake_dev_warehouse`:** **(Snowflake connections only)** This is the snowflake warehouse that should be used for when the target = 'dev'. An empty string will use the profile default warehouse. 59 | 60 | 61 | # Configuring the Models 62 | 63 | Consistent across all files is the `model_id` field, which described which attribution model the configuration relates to. This is a string field, and will appear alongside the attributed conversions in the output tables, and therefore, it is good to give each model a useful or relevant name that ensures uniqueness. For a last touch model, with a 30 day attribution window on a payment conversion, this might be `last_touch_30_days_payment` 64 | 65 | ## Configuration Templates 66 | Templated seed files (csvs) containing the required schema are included in the [`config_templates`](../config_templates/) folder. These must be copied to the appropriate data or seeds folder within the top-level dbt project. 67 | 68 | ## Touch and Conversion Rules 69 | 70 | These files contains rules that are used to filter touches and conversions for specific attribution models. 71 | > N.B. There needs to be at least 1 rule per model for that model to receive any touches or conversions (otherwise they are all filtered out). 72 | 73 | ### Touch Rules Example 74 | > N.B. line spaces are for readability - they should not be included in the actual seed file 75 | 76 | ``` 77 | model_id,touch_category,rule,part,attribute,type,relation,value 78 | 79 | first_touch_lead_7_days,all_channels,1,1,touch_channel,string,<>,'' 80 | 81 | last_touch_purchase_30_days,all_channels,1,1,touch_channel,string,<>,'' 82 | 83 | u_shaped_purchase_all_time,all_channels,1,1,touch_channel,string,<>,'' 84 | 85 | w_shaped_30_days,all_channels,1,1,touch_channel,string,<>,'' 86 | ``` 87 | 88 | ### Conversion Rules Example 89 | > N.B. line spaces are for readability - they should not be included in the actual seed file 90 | ``` 91 | model_id,conversion_category,rule,part,attribute,type,relation,value 92 | 93 | first_touch_lead_7_days,purchase,1,1,conversion_type,string,=,purchase 94 | 95 | last_touch_purchase_30_days,purchase,1,1,conversion_type,string,=,lead 96 | 97 | u_shaped_purchase_all_time,purchase,1,1,conversion_type,string,=,purchase 98 | 99 | w_shaped_30_days,lead,1,1,conversion_type,string,=,lead 100 | w_shaped_30_days,purchase,1,1,conversion_type,string,=,purchase 101 | ``` 102 | 103 | **Schema:** 104 | - **`model_id`:** The identifier for the attribution model that the rule corresponds to. 105 | - **`touch_category` / `conversion_category`:** A text field that can be used to describe the category of touches or conversions for the model. This provides a mechanism to add additional attribution specific categorisations to the touches and conversions. 106 | - **`rule`:** A 1-indexed integer defining the rule number for that touch category. Each rule is evaluated with OR logic, so if a category has 2 rules, the logic is rule 1 OR rule 2 has to be met for the touch to be assigned that category. 107 | - **`part`:** A 1-indexed integer defining parts of a rule. Each rule part is considered with AND logic, so if a rule has 2 parts, the logic is part 1 AND part 2 has to be met for the touch to be evaluated **true** against that rule. 108 | - **`attribute`:** The field within the `touches_model` or `conversions_model` that is being evaluated for the rule part. If the attribute doesn't match any fields in the model then no rows will be matched. 109 | - **`type`:** The data type of the attribute field within the `touches_model` or `conversions_model`. This is important to enable correct casting of the value evaluated against the attribute. 110 | - **`relation`:** The SQL boolean logic operator used to evalute the attribute and value. 111 | - **`value`:** The value evaluted for the rule part. Empty strings can be a value but required empty quotes as in the example above. 112 | 113 | ## Attribution Rules 114 | 115 | The attribution rules seed defines how touches are attributed to conversions for each attribution model. Each set of rules is grouped into a **spec**, and each spec can be assigned a different conversion share value in the conversion shares seed. 116 | 117 | ### Attribution Rules Example 118 | > N.B. line spaces are for readability - they should not be included in the actual seed file 119 | 120 | ``` 121 | model_id,spec,rule,part,attribute,relation,value 122 | 123 | first_touch_lead_7_days,1,1,1,convert_seq_up,=,1 124 | 125 | last_touch_purchase_30_days,1,1,1,convert_seq_down,=,1 126 | 127 | u_shaped_purchase_all_time,1,1,1,convert_seq_up,=,1 128 | u_shaped_purchase_all_time,2,1,1,convert_seq_down,=,1 129 | u_shaped_purchase_all_time,3,1,1,convert_seq_up,>,1 130 | u_shaped_purchase_all_time,3,1,2,convert_seq_down,<,1 131 | 132 | w_shaped_30_days,1,1,1,convert_seq_up,=,1 133 | w_shaped_30_days,1,1,2,conversion_category,=,lead 134 | w_shaped_30_days,2,1,1,convert_seq_down,=,1 135 | w_shaped_30_days,2,1,2,conversion_category,=,lead 136 | w_shaped_30_days,3,1,1,convert_seq_down,=,1 137 | w_shaped_30_days,3,1,2,conversion_category,=,purchase 138 | w_shaped_30_days,4,1,1,convert_seq_up,>,1 139 | w_shaped_30_days,4,1,2,convert_seq_down,>,1 140 | w_shaped_30_days,4,1,3,conversion_category,=,lead 141 | w_shaped_30_days,4,2,1,convert_seq_down,>,1 142 | w_shaped_30_days,4,2,2,conversion_category,=,purchase 143 | 144 | ``` 145 | **Schema:** 146 | - **`model_id`:** The identifier for the attribution model that the rule corresponds to. 147 | - **`spec`:** Short for specification, each spec defines the rule set of a particular attribution model, and can be assigned a conversion share value. In the example above, it can be seen that 'single touch' models such as first touch and last touch only have 1 spec, whereas more complex multi-touch or multi-conversion models will have more than one spec. 148 | > N.B. where a spec matches than one touch, the conversion share is split equally between the touches. 149 | 150 | - **`rule`:** A 1-indexed integer defining the rule number for that spec. Each rule is evaluated with OR logic, so if a category has 2 rules, the logic is rule 1 OR rule 2 has to be met for the touch to be assigned that category. 151 | - **`part`:** A 1-indexed integer defining parts of a rule. Each rule part is considered with AND logic, so if a rule has 2 parts, the logic is part 1 AND part 2 has to be met for the touch to be evaluated **true** against that rule. 152 | - **`attribute`**: The derived property that is being evaluated for the rule part. If the attribute doesn't match any fields in the model then logically is will always output **false**. Properties available are: 153 | - `touch_category`: The category of the touch as per the touch rules 154 | - `conversion_category`: The category of the conversion as per the conversion rules 155 | - `convert_touch_count`: The total number of attributed touches. 156 | - `convert_seq_up`: The consecutive touch number based on the timestamp ascending. 157 | - `convert_seq_down`: The consecutive touch number based on the timestamp descending. 158 | - `interval_pre`: Time in seconds between the touch and the touch preceding. 159 | - `interval_post`: Time in seconds between the touch and the touch following. 160 | - `interval_convert`: Time in seconds between the touch and the attributed conversion. 161 | 162 | >The 'convert_seq' properties are used when the attribution rules are positional - such as first touch, last touch, u-shaped, w-shaped models. 163 | >The 'interval' properties are used when the attribution rules are time-based - such as a decay model. 164 | 165 | - **`relation`:** The SQL boolean logic operator used to evalute the attribute and value. 166 | - **`value`:** The value evaluted for the rule part. 167 | 168 | ## Conversion Shares 169 | 170 | The conversion shares seed is used to map attribution rules specs to decimal percentage conversion credits that are applied to matching touches. 171 | 172 | ### Conversion Share Example 173 | > N.B. line spaces are for readability - they should not be included in the actual seed file 174 | ``` 175 | model_id,spec,share 176 | 177 | first_touch_lead_7_days,1,1 178 | 179 | last_touch_purchase_30_days,1,1 180 | 181 | u_shaped_purchase_all_time,1,0.4 182 | u_shaped_purchase_all_time,2,0.4 183 | u_shaped_purchase_all_time,3,0.2 184 | 185 | w_shaped_30_days,1,0.3 186 | w_shaped_30_days,2,0.3 187 | w_shaped_30_days,3,0.3 188 | w_shaped_30_days,4,0.1 189 | ``` 190 | **Schema:** 191 | - **`model_id`:** The identifier for the attribution model that the rule corresponds to. 192 | - **`spec`:** The spec within the attribution rules seed that the share is to be applied to. 193 | - **`share`:** The decimal percentage share that is granted to touches matching that spec. This share is split equally between all matching touches. 194 | 195 | > Example U-Shaped model 196 | > 6 touches happen before conversion, the shares are split as follows: 197 | > - Spec 1: First touch (Touch 1) = 40% share 198 | > - Spec 2: Last Touch (Touch 6) = a 40% share 199 | > - Spec 3: All other touches (Touches 2,3,4,5) split a 20% share = 5% each 200 | 201 | > Example W-Shaped model 202 | > 3 touches happen before lead conversion, 4 touches happen inbetween lead conversion and purchase conversion. The shares are split as follows: 203 | > - Spec 1: First touch (Touch 1) = 30% share 204 | > - Spec 2: Last touch before lead (Touch 3) = 30% 205 | > - Spec 3: Last touch before purchase (Touch 7) = 30% 206 | > - Spec 4: All other touches (Touches 2,4,5,6) split a 10% share = 2.5% each 207 | 208 | ## Attribution Windows 209 | 210 | The attribution window seed is used to define the maximum time between a touch and conversion for each attribution model. 211 | 212 | ### Attribution Window Example 213 | > N.B. line spaces are for readability - they should not be included in the actual seed file 214 | ``` 215 | model_id,att_window,time_seconds 216 | 217 | first_touch_lead_7_days,7 day,604800 218 | 219 | last_touch_purchase_30_days,30 day,2629746 220 | 221 | u_shaped_purchase_all_time,all time,0 222 | 223 | w_shaped_30_days,30 day,2629746 224 | ``` 225 | **Schema:** 226 | - **`model_id`:** The identifier for the attribution model that the rule corresponds to. 227 | - **`att_window`:** A string field used to describe the attribution window as plain text. This is passed as metadata in the output table as additional context. 228 | - **`time_seconds`:** The maximum time in seconds allowed between a touch and conversion. 229 | 230 | 231 | # Touches vs Sessions 232 | The term used throughout this package to describe the actions taken by a given user is a touch. However, many organisations prefer to think about attribution from a session perspective. The engine supports both and isn't opionated in its approach. 233 | 234 | If working with individual touches, its important to filter out touches that come from an internal referrer - particularly when using a last-touch model - otherwise the last touch will almost always be an internal touch and provide little insight. 235 | 236 | If working with sessions, its important that sessionisation is completed upstream of the engine, and that the model contains 1 row per session. -------------------------------------------------------------------------------- /integration_tests/.sqlfluff: -------------------------------------------------------------------------------- 1 | [sqlfluff] 2 | dialect = snowflake 3 | templater = dbt 4 | exclude_rules = structure.column_order, convention.not_equal, references.keywords, aliasing.unused 5 | max_line_length = 500 6 | 7 | [sqlfluff:templater:dbt] 8 | project_dir = ./ 9 | profile = tasman_integration_tests 10 | 11 | [sqlfluff:templater:jinja] 12 | apply_dbt_builtins = True 13 | 14 | [sqlfluff:indentation] 15 | indented_on_contents = False 16 | template_blocks_indent = False 17 | tab_space_size = 4 18 | indent_unit = space 19 | 20 | [sqlfluff:rules:capitalisation.keywords] 21 | # Keywords 22 | capitalisation_policy = lower 23 | 24 | [sqlfluff:rules:capitalisation.identifiers] 25 | # Unquoted identifiers 26 | extended_capitalisation_policy = lower 27 | 28 | [sqlfluff:rules:layout.long_lines] 29 | # Line length 30 | ignore_comment_lines = True 31 | ignore_comment_clauses = True 32 | 33 | [sqlfluff:rules:capitalisation.functions] 34 | # Function names 35 | extended_capitalisation_policy = lower 36 | 37 | [sqlfluff:rules:capitalisation.literals] 38 | # Null & Boolean Literals 39 | capitalisation_policy = lower 40 | 41 | [sqlfluff:rules:ambiguous.column_references] 42 | # GROUP BY/ORDER BY column references 43 | group_by_and_order_by_style = explicit 44 | 45 | [sqlfluff:rules:references.special_chars] 46 | # Special characters in identifiers 47 | unquoted_identifiers_policy = all 48 | quoted_identifiers_policy = none 49 | allow_space_in_identifier = False 50 | 51 | [sqlfluff:rules:capitalisation.types] 52 | # Data Types 53 | extended_capitalisation_policy = lower 54 | 55 | [sqlfluff:rules:convention.casting_style] 56 | # SQL type casting 57 | preferred_type_casting_style = shorthand -------------------------------------------------------------------------------- /integration_tests/.sqlfluffignore: -------------------------------------------------------------------------------- 1 | target/ 2 | dbt_packages/ 3 | macros/ 4 | .venv/ -------------------------------------------------------------------------------- /integration_tests/Makefile: -------------------------------------------------------------------------------- 1 | .PHONY: dbt docs lint 2 | .DEFAULT_GOAL := help 3 | 4 | # Makes all arguments after the `lint` command do-nothing targets 5 | ifeq (lint,$(firstword $(MAKECMDGOALS))) 6 | RUN_ARGS := $(wordlist 2,$(words $(MAKECMDGOALS)),$(MAKECMDGOALS)) 7 | $(eval $(RUN_ARGS):;@:) 8 | endif 9 | 10 | # Initialisation recipes 11 | poetry: ## Install poetry 12 | @if ! command -v poetry; then\ 13 | curl -sSL https://install.python-poetry.org | python3 -;\ 14 | fi 15 | poetry install --directory ../ 16 | 17 | # dbt Development recipes 18 | dbt: poetry ## Start a dbt shell 19 | export DBT_PROFILES_DIR=~/.dbt/ && export SHELL=/bin/zsh && poetry shell 20 | 21 | docs: poetry ## Compile the dbt project & start dbt docs 22 | poetry run dbt docs generate --profiles-dir ~/.dbt/ 23 | poetry run dbt docs serve 24 | 25 | lint: poetry ## SQLFluff lint the dbt project (run `make lint ` to lint specific paths) 26 | poetry run sqlfluff lint --config ../.sqlfluff $(RUN_ARGS) 27 | 28 | 29 | lint-fix: poetry ## SQLFluff lint the dbt project (run `make lint ` to lint specific paths) 30 | poetry run sqlfluff fix --config ../.sqlfluff $(RUN_ARGS) 31 | 32 | clean: ## Uninstall the dbt virtual environment 33 | @echo Uninstalling the Poetry virtual environment. 34 | poetry env remove python || rm -rf ../.venv 35 | 36 | help: ## Show targets and comments (must have ##) 37 | @fgrep -h "##" $(MAKEFILE_LIST) | fgrep -v fgrep | sed -e 's/\\$$//' | sed -e 's/##//' 38 | -------------------------------------------------------------------------------- /integration_tests/data/.gitkeep: -------------------------------------------------------------------------------- https://raw.githubusercontent.com/TasmanAnalytics/tasman-dbt-mta/78f49cd8c4fccdf696506aec49af99b71f232bd4/integration_tests/data/.gitkeep -------------------------------------------------------------------------------- /integration_tests/data/attribution_rules.csv: -------------------------------------------------------------------------------- 1 | model_id,spec,rule,part,attribute,relation,value 2 | first_touch,1,1,1,convert_seq_up,=,1 3 | first_touch_7_day,1,1,1,convert_seq_up,=,1 4 | first_touch_30_day,1,1,1,convert_seq_up,=,1 5 | w_shaped_30_days,1,1,1,convert_seq_up,=,1 6 | w_shaped_30_days,1,1,2,conversion_category,=,lead 7 | w_shaped_30_days,2,1,1,convert_seq_down,=,1 8 | w_shaped_30_days,2,1,2,conversion_category,=,lead 9 | w_shaped_30_days,3,1,1,convert_seq_down,=,1 10 | w_shaped_30_days,3,1,2,conversion_category,=,purchase 11 | w_shaped_30_days,4,1,1,convert_seq_up,>,1 12 | w_shaped_30_days,4,1,2,convert_seq_down,>,1 13 | w_shaped_30_days,4,1,3,conversion_category,=,lead 14 | w_shaped_30_days,4,2,1,convert_seq_down,>,1 15 | w_shaped_30_days,4,2,2,conversion_category,=,purchase -------------------------------------------------------------------------------- /integration_tests/data/attribution_windows.csv: -------------------------------------------------------------------------------- 1 | model_id,att_window,time_seconds 2 | first_touch,all_time,0 3 | first_touch_7_day,7 day,604800 4 | first_touch_30_day,30 day,2629746 5 | w_shaped_30_days,30 day,2629746 -------------------------------------------------------------------------------- /integration_tests/data/conversion_rules.csv: -------------------------------------------------------------------------------- 1 | model_id,conversion_category,rule,part,attribute,type,relation,value 2 | first_touch,purchase,1,1,conversion_type,string,=,purchase 3 | first_touch_7_day,purchase,1,1,conversion_type,string,=,purchase 4 | first_touch_30_day,purchase,1,1,conversion_type,string,=,purchase 5 | w_shaped_30_days,lead,1,1,conversion_type,string,=,lead 6 | w_shaped_30_days,purchase,1,1,conversion_type,string,=,purchase -------------------------------------------------------------------------------- /integration_tests/data/conversion_shares.csv: -------------------------------------------------------------------------------- 1 | model_id,spec,share 2 | first_touch,1,1 3 | first_touch_7_day,1,1 4 | first_touch_30_day,1,1 5 | w_shaped_30_days,1,0.3 6 | w_shaped_30_days,2,0.3 7 | w_shaped_30_days,3,0.3 8 | w_shaped_30_days,4,0.1 -------------------------------------------------------------------------------- /integration_tests/data/dummy_data/conversion_events.csv: -------------------------------------------------------------------------------- 1 | event,event_timestamp,user,type 2 | 739982bb-f169-40d0-814d-ff633db562c0,2022-05-12 00:54:19,user1@tasman.ai,purchase 3 | 1e0c4442-03ef-40bd-a5b8-2cfc77457903,2022-05-21 11:31:37,user2@tasman.ai,purchase 4 | da9360ef-f52e-4572-aa98-128c17d97a41,2022-06-07 07:08:37,user3@tasman.ai,lead 5 | be62daba-e4d2-4998-a057-8a3b25f2e9e3,2022-06-17 06:48:26,user3@tasman.ai,purchase 6 | 3olgh3bs-05hf-40bd-a5b8-2cfc77457903,2024-09-12 11:31:37,user5@tasman.ai,purchase -------------------------------------------------------------------------------- /integration_tests/data/dummy_data/touch_events.csv: -------------------------------------------------------------------------------- 1 | event,event_timestamp,user,channel 2 | 3f6931bc-785c-46fa-b868-6cac0bac549e,2022-04-01 05:44:29,user1@tasman.ai,paid-search 3 | 00df6f46-39eb-48e8-84e5-45d7abed2502,2022-04-15 12:30:23,user1@tasman.ai,direct 4 | cb3a11ab-61ae-4e09-a1c6-8a49c44aa6ae,2022-05-06 00:54:19,user1@tasman.ai,direct 5 | 97baafbf-02d7-4f11-b3a6-35a5421ad227,2022-05-11 20:30:55,user1@tasman.ai,organic-search 6 | 34696b23-4ac2-48aa-9ddc-4846209a989f,2022-05-12 00:30:10,user1@tasman.ai,paid-social 7 | 1b9241c8-7516-46d2-af13-fe0e309b997b,2022-05-19 09:15:56,user2@tasman.ai,paid-search 8 | f3457cae-84ee-484c-b4d1-cf4fd7d0b867,2022-05-20 11:30:12,user2@tasman.ai,organic-search 9 | b77dc2e5-847c-45d0-97c1-d2acd1d23593,2022-05-21 11:30:00,user2@tasman.ai,paid-search 10 | 564e4817-ac4d-486f-b2aa-e0410e585347,2021-06-07 08:08:41,user3@tasman.ai,organic-search 11 | 42dbe46e-698c-42c5-94d9-0c6a9857f56d,2022-05-08 10:10:10,user3@tasman.ai,paid-search 12 | 536a69ee-1c0d-4287-a1b8-76d4dd17ea96,2022-06-07 06:10:56,user3@tasman.ai,paid-social 13 | 536a69ee-1c0d-4287-a1b8-76d4dd17ea97,2022-06-07 06:20:56,user3@tasman.ai,organic-search 14 | 536a69ee-1c0d-4287-a1b8-76d4dd17ea98,2022-06-07 06:40:56,user3@tasman.ai,email 15 | 283d145e-4041-44b1-b239-2da1216ab6c2,2022-06-07 07:10:50,user3@tasman.ai,email 16 | e158c32b-642e-4133-84e7-2bfb6fb4ed42,2022-06-10 20:50:26,user3@tasman.ai,paid-social 17 | dff554e6-2f53-4eb1-a663-70d33658be63,2022-06-17 06:30:15,user3@tasman.ai,direct 18 | a36aa6c8-ecab-4c4b-a2be-6c615cc69c5d,2022-04-17 10:30:25,user4@tasman.ai,paid-search 19 | 50f9def3-6e57-4e28-ae58-2c887e6e9e52,2022-04-18 10:30:25,user4@tasman.ai,organic-search 20 | dedd99d9-7f58-4a92-b406-32e60c1ecbdf,2022-04-19 10:30:25,user4@tasman.ai,paid-search 21 | 2ab3jfy0-7516-46d2-af13-fe0e309b997b,2024-09-10 09:15:56,user5@tasman.ai,paid-search 22 | ef9028hg-84ee-484c-b4d1-cf4fd7d0b867,2024-09-11 11:30:12,user5@tasman.ai,organic-search 23 | 789nghfs-847c-45d0-97c1-d2acd1d23593,2024-09-11 11:30:00,user5@tasman.ai,paid-search -------------------------------------------------------------------------------- /integration_tests/data/touch_rules.csv: -------------------------------------------------------------------------------- 1 | model_id,touch_category,rule,part,attribute,type,relation,value 2 | first_touch,all_channels,1,1,touch_channel,string,<>,'' 3 | first_touch_7_day,all_channels,1,1,touch_channel,string,<>,'' 4 | first_touch_30_day,all_channels,1,1,touch_channel,string,<>,'' 5 | w_shaped_30_days,all_channels,1,1,touch_channel,string,<>,'' 6 | first_touch_2022_paid_search,all_channels_2022_onwards,1,1,touch_channel,string,<>,'paid-search' 7 | first_touch_2022_paid_search,all_channels_2022_onwards,1,2,touch_timestamp,string,>=,'2022-01-01' 8 | first_touch_2022_paid_search,all_channels_2022_onwards,1,3,touch_timestamp,string,<=,'2022-12-31' -------------------------------------------------------------------------------- /integration_tests/dbt_project.yml: -------------------------------------------------------------------------------- 1 | 2 | name: 'tasman_dbt_mta_integration_tests' 3 | version: '1.0.0' 4 | config-version: 2 5 | 6 | profile: 'tasman_integration_tests' 7 | 8 | model-paths: ["models"] 9 | analysis-paths: ["analyses"] 10 | test-paths: ["tests"] 11 | seed-paths: ["data"] 12 | macro-paths: ["macros"] 13 | snapshot-paths: ["snapshots"] 14 | 15 | target-path: "target" 16 | clean-targets: ["target", "dbt_packages"] 17 | 18 | 19 | models: 20 | tasman_dbt_mta_integration_tests: 21 | 22 | vars: 23 | tasman_dbt_mta: 24 | incremental: "true" 25 | touches_model: "{{ ref('stg_touch_events') }}" 26 | touches_event_id_field: "touch_event_id" 27 | touches_timestamp_field: "touch_timestamp" 28 | touches_user_id_field: "user_id" 29 | conversions_model: "{{ ref('stg_conversion_events')}}" 30 | conversions_event_id_field: "conversion_event_id" 31 | conversions_timestamp_field: "conversion_timestamp" 32 | conversions_user_id_field: "user_id" 33 | conversion_rules: "{{ ref('conversion_rules') }}" 34 | touch_rules: "{{ ref('touch_rules') }}" 35 | attribution_rules: "{{ ref('attribution_rules') }}" 36 | conversion_shares: "{{ ref('conversion_shares') }}" 37 | attribution_windows: "{{ ref('attribution_windows') }}" 38 | test_hours: "36" 39 | snowflake_prod_warehouse: "" 40 | snowflake_dev_warehouse: "" -------------------------------------------------------------------------------- /integration_tests/macros/generate_schema_name.sql: -------------------------------------------------------------------------------- 1 | {% macro generate_schema_name(custom_schema_name, node) -%} 2 | {{ generate_schema_name_for_env(custom_schema_name, node) }} 3 | {%- endmacro %} -------------------------------------------------------------------------------- /integration_tests/models/stg_conversion_events.sql: -------------------------------------------------------------------------------- 1 | select 2 | {{ dbt.safe_cast("event", "string") }} as conversion_event_id, 3 | event_timestamp as conversion_timestamp, 4 | {{ dbt.safe_cast("user", "string") }} as user_id, 5 | {{ dbt.safe_cast("type", "string") }} as conversion_type 6 | from 7 | {{ ref('conversion_events') }} 8 | -------------------------------------------------------------------------------- /integration_tests/models/stg_touch_events.sql: -------------------------------------------------------------------------------- 1 | select 2 | {{ dbt.safe_cast("event", "string") }} as touch_event_id, 3 | event_timestamp as touch_timestamp, 4 | {{ dbt.safe_cast("user", "string") }} as user_id, 5 | {{ dbt.safe_cast("channel", "string") }} as touch_channel 6 | from 7 | {{ ref('touch_events') }} 8 | -------------------------------------------------------------------------------- /integration_tests/package-lock.yml: -------------------------------------------------------------------------------- 1 | packages: 2 | - local: ../ 3 | sha1_hash: de2deba3d66ce03d8c02949013650cc9b94f6030 4 | -------------------------------------------------------------------------------- /integration_tests/packages.yml: -------------------------------------------------------------------------------- 1 | packages: 2 | - local: ../ -------------------------------------------------------------------------------- /integration_tests/profiles.yml: -------------------------------------------------------------------------------- 1 | tasman_integration_tests: 2 | outputs: 3 | snowflake-ci: 4 | account: "{{ env_var('SNOWFLAKE_ACCOUNT') }}" 5 | client_session_keep_alive: true 6 | database: "{{ env_var('SNOWFLAKE_DATABASE_CI') }}" 7 | user: "{{ env_var('SNOWFLAKE_USER_CI') }}" 8 | password: "{{ env_var('SNOWFLAKE_PASSWORD_CI') }}" 9 | role: "{{ env_var('SNOWFLAKE_ROLE_CI') }}" 10 | schema: "{{ env_var('SNOWFLAKE_SCHEMA_CI') }}" 11 | warehouse: "{{ env_var('SNOWFLAKE_WAREHOUSE_CI') }}" 12 | threads: 12 13 | type: snowflake 14 | -------------------------------------------------------------------------------- /integration_tests/pyproject.toml: -------------------------------------------------------------------------------- 1 | [tool.poetry] 2 | name = "tasman_dbt_mta_integration_tests" 3 | version = "0.1.0" 4 | description = "Integration tests for Tasman dbt MTA Engine" 5 | authors = ["Tasman Data Engineering"] 6 | readme = "README.md" 7 | 8 | [tool.poetry.dependencies] 9 | python = "^3.10" 10 | isort = "^5.12.0" 11 | sqlparse = "^0.5.0" 12 | 13 | [tool.poetry.group.dbt.dependencies] 14 | dbt-snowflake = "~1.5.4" 15 | dbt-bigquery = "~1.5.4" 16 | 17 | [tool.poetry.group.dev.dependencies] 18 | sqlfluff = "^2.3.0" 19 | sqlfluff-templater-dbt = "^2.3.0" 20 | 21 | [tool.flake8] 22 | max-line-length = 120 23 | extend-ignore = ["E203", "W503"] 24 | extend-exclude = [".venv/"] 25 | 26 | [build-system] 27 | requires = ["poetry-core"] 28 | build-backend = "poetry.core.masonry.api" 29 | -------------------------------------------------------------------------------- /integration_tests/tests/.gitkeep: -------------------------------------------------------------------------------- https://raw.githubusercontent.com/TasmanAnalytics/tasman-dbt-mta/78f49cd8c4fccdf696506aec49af99b71f232bd4/integration_tests/tests/.gitkeep -------------------------------------------------------------------------------- /integration_tests/tests/attributed_conversions/test_conversion_shares.sql: -------------------------------------------------------------------------------- 1 | select 2 | conversion_user_id, 3 | model_id, 4 | sum(conversion_share) as total_conversion_share 5 | from 6 | {{ ref('tasman_mta__attributed_conversions') }} 7 | 8 | group by 9 | conversion_user_id, 10 | model_id 11 | 12 | having 13 | total_conversion_share > 1 14 | -------------------------------------------------------------------------------- /integration_tests/tests/attributed_conversions/test_scenario_1_first_touch.sql: -------------------------------------------------------------------------------- 1 | select * from {{ ref('tasman_mta__attributed_conversions') }} 2 | 3 | where 4 | --filter criteria 5 | conversion_event_id = '739982bb-f169-40d0-814d-ff633db562c0' 6 | and model_id = 'first_touch' 7 | and conversion_share = 1 8 | 9 | --success criteria 10 | and not ( 11 | touch_event_id = '3f6931bc-785c-46fa-b868-6cac0bac549e' 12 | or touch_user_id = 'user1@tasman.ai' 13 | or convert_touch_count = 5 14 | or convert_seq_up = 1 15 | or convert_seq_down = 5 16 | or conversion_category = 'purchase' 17 | or touch_category = 'all_channels' 18 | ) 19 | -------------------------------------------------------------------------------- /integration_tests/tests/attributed_conversions/test_scenario_2_first_touch_7_day.sql: -------------------------------------------------------------------------------- 1 | select * from {{ ref('tasman_mta__attributed_conversions') }} 2 | 3 | where 4 | --filter criteria 5 | conversion_event_id = '739982bb-f169-40d0-814d-ff633db562c0' 6 | and model_id = 'first_touch_7_day' 7 | and conversion_share = 1 8 | 9 | --success criteria 10 | and not ( 11 | touch_event_id = 'cb3a11ab-61ae-4e09-a1c6-8a49c44aa6ae' 12 | or touch_user_id = 'user1@tasman.ai' 13 | or convert_touch_count = 3 14 | or convert_seq_up = 1 15 | or convert_seq_down = 3 16 | or conversion_category = 'purchase' 17 | or touch_category = 'all_channels' 18 | ) 19 | -------------------------------------------------------------------------------- /macros/.gitkeep: -------------------------------------------------------------------------------- https://raw.githubusercontent.com/TasmanAnalytics/tasman-dbt-mta/78f49cd8c4fccdf696506aec49af99b71f232bd4/macros/.gitkeep -------------------------------------------------------------------------------- /macros/current_utc_time.sql: -------------------------------------------------------------------------------- 1 | {% macro current_utc_time() -%} 2 | {{ return(adapter.dispatch('current_utc_time', 'tasman_dbt_mta')()) }} 3 | {%- endmacro %} 4 | 5 | {% macro snowflake__current_utc_time() %} 6 | convert_timezone('UTC', current_timestamp)::timestamp_ntz 7 | {% endmacro %} 8 | 9 | {% macro bigquery__current_utc_time() %} 10 | current_timestamp() 11 | {% endmacro %} -------------------------------------------------------------------------------- /macros/generate_surrogate_key.sql: -------------------------------------------------------------------------------- 1 | {%- macro generate_surrogate_key(field_list) -%} 2 | {{ return(adapter.dispatch('generate_surrogate_key', 'tasman_dbt_mta')(field_list)) }} 3 | {% endmacro %} 4 | 5 | {%- macro default__generate_surrogate_key(field_list) -%} 6 | 7 | {%- if var('surrogate_key_treat_nulls_as_empty_strings', False) -%} 8 | {%- set default_null_value = "" -%} 9 | {%- else -%} 10 | {%- set default_null_value = '_dbt_utils_surrogate_key_null_' -%} 11 | {%- endif -%} 12 | 13 | {%- set fields = [] -%} 14 | 15 | {%- for field in field_list -%} 16 | 17 | {%- do fields.append( 18 | "coalesce(cast(" ~ field ~ " as " ~ dbt.type_string() ~ "), '" ~ default_null_value ~"')" 19 | ) -%} 20 | 21 | {%- if not loop.last %} 22 | {%- do fields.append("'-'") -%} 23 | {%- endif -%} 24 | 25 | {%- endfor -%} 26 | 27 | {{ dbt.hash(dbt.concat(fields)) }} 28 | 29 | {%- endmacro -%} -------------------------------------------------------------------------------- /macros/generate_uuid.sql: -------------------------------------------------------------------------------- 1 | {% macro generate_uuid() -%} 2 | {{ return(adapter.dispatch('generate_uuid', 'tasman_dbt_mta')()) }} 3 | {%- endmacro %} 4 | 5 | {% macro snowflake__generate_uuid() %} 6 | uuid_string() 7 | {% endmacro %} 8 | 9 | {% macro bigquery__generate_uuid() %} 10 | generate_uuid() 11 | {% endmacro %} -------------------------------------------------------------------------------- /macros/get_warehouse.sql: -------------------------------------------------------------------------------- 1 | {% macro get_warehouse() %} 2 | {% if target.name == 'prod' and var('snowflake_prod_warehouse') != '' %} 3 | {{ var('snowflake_prod_warehouse') }} 4 | {% elif target.name == 'dev' and var('snowflake_dev_warehouse') != '' %} 5 | {{ var('snowflake_dev_warehouse') }} 6 | {% else %} 7 | {{ target.warehouse }} 8 | {% endif %} 9 | {% endmacro %} -------------------------------------------------------------------------------- /macros/test_greater_than_zero.sql: -------------------------------------------------------------------------------- 1 | {% test greater_than_zero(model, column_name) %} 2 | 3 | select * 4 | from {{ model }} 5 | where ({{ column_name }} < 0 and {{ column_name }} is not null) 6 | 7 | {% endtest %} -------------------------------------------------------------------------------- /macros/test_in_past.sql: -------------------------------------------------------------------------------- 1 | {% test in_past(model, column_name) %} 2 | 3 | select * 4 | from {{ model }} 5 | where (cast({{ column_name }} as timestamp) >= {{ current_utc_time() }} and {{ column_name }} is not null) 6 | 7 | {% endtest %} -------------------------------------------------------------------------------- /models/schema.yml: -------------------------------------------------------------------------------- 1 | version: 2 2 | 3 | models: 4 | - name: tasman_mta__attributed_conversions 5 | description: "This model contains both attributed and unattributed conversion events, along with the metadata describing the attribution. There is at least 1 row per conversion per model." 6 | columns: 7 | - name: surrogate_key 8 | description: "A unique key for the table, generated from the hash of the model ID, touch event ID and conversion event ID" 9 | tests: 10 | - not_null 11 | - unique 12 | 13 | - name: conversion_user_id 14 | description: "Identifier for the user associated with the conversion" 15 | tests: 16 | - not_null 17 | 18 | - name: conversion_event_id 19 | description: "Identifer that defines a unique conversion event." 20 | tests: 21 | - not_null 22 | 23 | - name: conversion_timestamp 24 | description: "The timestamp when the conversion event happened." 25 | tests: 26 | - not_null 27 | - in_past 28 | 29 | - name: model_id 30 | description: "Identifer that specifies the attribution model that the attribution relates to." 31 | tests: 32 | - not_null 33 | 34 | - name: conversion_category 35 | description: "The category of conversion event, as defined in the conversion rules seed." 36 | tests: 37 | - not_null 38 | 39 | - name: touch_event_id 40 | description: "Identifier that defines a unique touch event." 41 | 42 | - name: touch_timestamp 43 | description: "The timestamp when the touch event happened." 44 | tests: 45 | - in_past 46 | 47 | - name: touch_user_id 48 | description: "Identifier for the user associated with the touch" 49 | 50 | - name: touch_category 51 | description: "The category of the touch, as defined in the touch rules seed." 52 | 53 | - name: convert_touch_count 54 | description: "The number of touches that have been attributed to the the conversion event." 55 | tests: 56 | - greater_than_zero 57 | 58 | - name: convert_seq_up 59 | description: "The consecutive touch number based on the timestamp ascending." 60 | tests: 61 | - greater_than_zero 62 | 63 | - name: convert_seq_down 64 | description: "The consecutive touch number based on the timestamp descending." 65 | tests: 66 | - greater_than_zero 67 | 68 | - name: interval_pre 69 | description: "Time in seconds between the touch and the touch preceding." 70 | tests: 71 | - greater_than_zero 72 | 73 | - name: interval_post 74 | description: "Time in seconds between the touch and the touch following." 75 | tests: 76 | - greater_than_zero 77 | 78 | - name: interval_convert 79 | description: "Time in seconds between the touch and the attributed conversion." 80 | tests: 81 | - greater_than_zero 82 | 83 | - name: spec 84 | description: "The attribution spec that matched this conversion, as defined in the attribution rules seed." 85 | 86 | - name: conversion_share 87 | description: "The share of the conversion attributed to this touch, expressed as a decimal percentage." 88 | 89 | 90 | - name: tasman_mta__attributed_touches 91 | description: "This model contains all touches that have been successfully attributed to a conversion. There is at least 1 row per conversion per model" 92 | columns: 93 | - name: surrogate_key 94 | description: "A unique key for the table, generated from the hash of the model ID and touch event ID" 95 | tests: 96 | - not_null 97 | - unique 98 | 99 | - name: touch_user_id 100 | description: "Identifier for the user associated with the touch" 101 | tests: 102 | - not_null 103 | 104 | - name: touch_event_id 105 | description: "Identifier that defines a unique touch event." 106 | tests: 107 | - not_null 108 | 109 | - name: touch_timestamp 110 | description: "The timestamp when the touch event happened." 111 | tests: 112 | - not_null 113 | - in_past 114 | 115 | - name: model_id 116 | description: "Identifer that specifies the attribution model that the attribution relates to." 117 | tests: 118 | - not_null 119 | 120 | - name: touch_category 121 | description: "The category of the touch, as defined in the touch rules seed." 122 | tests: 123 | - not_null 124 | 125 | - name: conversion_category 126 | description: "The category of conversion event, as defined in the conversion rules seed." 127 | tests: 128 | - not_null 129 | 130 | - name: conversion_event_id 131 | description: "Identifer that defines a unique conversion event." 132 | tests: 133 | - not_null 134 | 135 | - name: conversion_timestamp 136 | description: "The timestamp when the conversion event happened." 137 | tests: 138 | - not_null 139 | - in_past 140 | 141 | - name: att_window 142 | description: "Indentifier for the attribution window, as specific in the attribution windows seed." 143 | 144 | - name: interval_pre 145 | description: "Time in seconds between the touch and the touch preceding." 146 | 147 | - name: interval_post 148 | description: "Time in seconds between the touch and the touch following." 149 | 150 | - name: interval_convert 151 | description: "Time in seconds between the touch and the attributed conversion." 152 | tests: 153 | - not_null 154 | - greater_than_zero 155 | 156 | - name: convert_touch_count 157 | description: "The number of touches that have been attributed to the the conversion event." 158 | tests: 159 | - greater_than_zero 160 | 161 | - name: convert_seq_up 162 | description: "The consecutive touch number based on the timestamp ascending." 163 | tests: 164 | - greater_than_zero 165 | 166 | - name: convert_seq_down 167 | description: "The consecutive touch number based on the timestamp descending." 168 | tests: 169 | - greater_than_zero 170 | 171 | - name: spec 172 | description: "The attribution spec that matched this conversion, as defined in the attribution rules seed." 173 | 174 | - name: conversion_share 175 | description: "The share of the conversion attributed to this touch, expressed as a decimal percentage." 176 | tests: 177 | - greater_than_zero 178 | 179 | - name: tasman_mta__filtered_conversion_events 180 | description: "This model applies the conversion rules seed to the model defined in the 'conversions_model' variable with the project file." 181 | columns: 182 | - name: surrogate_key 183 | description: "A unique key for the table, generated from the hash of the model ID and conversion event ID" 184 | tests: 185 | - not_null: 186 | config: 187 | where: "conversion_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 188 | - unique: 189 | config: 190 | where: "conversion_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 191 | 192 | - name: conversion_user_id 193 | description: "Identifier for the user associated with the conversion" 194 | tests: 195 | - not_null: 196 | config: 197 | where: "conversion_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 198 | 199 | - name: conversion_event_id 200 | description: "Identifer that defines a unique conversion event." 201 | tests: 202 | - not_null: 203 | config: 204 | where: "conversion_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 205 | 206 | - name: conversion_timestamp 207 | description: "The timestamp when the conversion event happened." 208 | tests: 209 | - not_null: 210 | config: 211 | where: "conversion_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 212 | - in_past: 213 | config: 214 | where: "conversion_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 215 | 216 | - name: model_id 217 | description: "Identifer that specifies the attribution model that the attribution relates to." 218 | tests: 219 | - not_null: 220 | config: 221 | where: "conversion_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 222 | 223 | - name: conversion_category 224 | description: "The category of conversion event, as defined in the conversion rules seed." 225 | tests: 226 | - not_null: 227 | config: 228 | where: "conversion_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 229 | 230 | - name: tasman_mta__filtered_touch_events 231 | description: "This model applies the touch rules seed to the model defined in the 'touches_model' variable with the project file." 232 | columns: 233 | - name: surrogate_key 234 | description: "A unique key for the table, generated from the hash of the model ID and touch event ID" 235 | tests: 236 | - not_null: 237 | config: 238 | where: "touch_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 239 | - unique: 240 | config: 241 | where: "touch_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 242 | 243 | - name: touch_user_id 244 | description: "Identifier for the user associated with the touch" 245 | tests: 246 | - not_null: 247 | config: 248 | where: "touch_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 249 | 250 | - name: touch_event_id 251 | description: "Identifer that defines a unique touch event." 252 | tests: 253 | - not_null: 254 | config: 255 | where: "touch_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 256 | 257 | - name: touch_timestamp 258 | description: "The timestamp when the touch event happened." 259 | tests: 260 | - not_null: 261 | config: 262 | where: "touch_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 263 | - in_past: 264 | config: 265 | where: "touch_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 266 | 267 | - name: model_id 268 | description: "Identifer that specifies the attribution model that the attribution relates to." 269 | tests: 270 | - not_null: 271 | config: 272 | where: "touch_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" 273 | 274 | - name: touch_category 275 | description: "The category of the touch, as defined in the touch rules seed." 276 | tests: 277 | - not_null: 278 | config: 279 | where: "touch_timestamp >= DATEADD(HOUR, -{{ var('test_hours') }}, current_timestamp())" -------------------------------------------------------------------------------- /models/tasman_mta__attributed_conversions.sql: -------------------------------------------------------------------------------- 1 | 2 | {{ 3 | config( 4 | materialized='table', 5 | snowflake_warehouse=get_warehouse() 6 | ) 7 | }} 8 | 9 | with 10 | 11 | conversion_events as ( 12 | select * from {{ ref('tasman_mta__filtered_conversion_events') }} 13 | ), 14 | 15 | attributed_touches as ( 16 | select * from {{ ref('tasman_mta__attributed_touches') }} 17 | ), 18 | 19 | joined_conversion_events as ( 20 | 21 | select 22 | {{ generate_surrogate_key([ 23 | 'attributed_touches.model_id', 24 | 'conversion_events.model_id', 25 | 'attributed_touches.touch_event_id', 26 | 'conversion_events.conversion_event_id' 27 | ]) }} as surrogate_key, 28 | conversion_events.conversion_user_id, 29 | conversion_events.conversion_event_id, 30 | conversion_events.conversion_timestamp, 31 | conversion_events.model_id, 32 | conversion_events.conversion_category, 33 | attributed_touches.touch_event_id, 34 | attributed_touches.touch_timestamp, 35 | attributed_touches.touch_user_id, 36 | attributed_touches.touch_category, 37 | attributed_touches.att_window, 38 | attributed_touches.convert_touch_count, 39 | attributed_touches.convert_seq_up, 40 | attributed_touches.convert_seq_down, 41 | attributed_touches.interval_pre, 42 | attributed_touches.interval_post, 43 | attributed_touches.interval_convert, 44 | attributed_touches.spec, 45 | attributed_touches.conversion_share 46 | 47 | from 48 | conversion_events 49 | 50 | left join 51 | attributed_touches 52 | on conversion_events.conversion_event_id = attributed_touches.conversion_event_id 53 | and conversion_events.model_id = attributed_touches.model_id 54 | ) 55 | 56 | select * from joined_conversion_events 57 | -------------------------------------------------------------------------------- /models/tasman_mta__attributed_touches.sql: -------------------------------------------------------------------------------- 1 | {{ 2 | config( 3 | materialized='table', 4 | snowflake_warehouse=get_warehouse() 5 | ) 6 | }} 7 | 8 | with 9 | 10 | touches as ( 11 | select * from {{ ref('tasman_mta__filtered_touch_events') }} 12 | ), 13 | 14 | conversions as ( 15 | select * from {{ ref('tasman_mta__filtered_conversion_events') }} 16 | ), 17 | 18 | attribution_rules as ( 19 | select * from {{ var('attribution_rules') }} 20 | ), 21 | 22 | conversion_shares as ( 23 | select * from {{ var('conversion_shares') }} 24 | ), 25 | 26 | attribution_windows as ( 27 | select * from {{ var('attribution_windows') }} 28 | ), 29 | 30 | conversions_after_touches as ( 31 | 32 | select 33 | touches.touch_user_id, 34 | touches.touch_event_id, 35 | touches.touch_timestamp, 36 | touches.model_id, 37 | touches.touch_category, 38 | conversions.conversion_event_id, 39 | conversions.conversion_timestamp, 40 | conversions.conversion_category 41 | 42 | from 43 | touches 44 | inner join conversions 45 | on 46 | touches.touch_user_id = conversions.conversion_user_id 47 | and touches.model_id = conversions.model_id 48 | and touches.touch_timestamp < conversions.conversion_timestamp 49 | where 50 | touches.touch_user_id is not null 51 | ), 52 | 53 | matched_touches as ( 54 | 55 | select distinct 56 | touch_user_id, 57 | touch_event_id, 58 | touch_timestamp, 59 | model_id, 60 | touch_category, 61 | case 62 | when conversion_category is not null 63 | then first_value(conversion_event_id) over (partition by touch_user_id, touch_event_id, model_id, touch_category order by conversion_timestamp rows unbounded preceding) 64 | end as conversion_event_id, 65 | case 66 | when conversion_category is not null 67 | then first_value(conversion_timestamp) over (partition by touch_user_id, touch_event_id, model_id, touch_category order by conversion_timestamp rows unbounded preceding) 68 | end as conversion_timestamp, 69 | case 70 | when conversion_category is not null 71 | then first_value(conversion_category) over (partition by touch_user_id, touch_event_id, model_id, touch_category order by conversion_timestamp rows unbounded preceding) 72 | end as conversion_category 73 | 74 | from 75 | conversions_after_touches 76 | ), 77 | 78 | conversion_intervals as ( 79 | select 80 | matched_touches.touch_user_id, 81 | matched_touches.touch_event_id, 82 | matched_touches.touch_timestamp, 83 | matched_touches.model_id, 84 | matched_touches.touch_category, 85 | matched_touches.conversion_category, 86 | matched_touches.conversion_event_id, 87 | matched_touches.conversion_timestamp, 88 | case 89 | when matched_touches.conversion_category is not null 90 | then {{ dbt.datediff("matched_touches.touch_timestamp", "matched_touches.conversion_timestamp", 'second') }} 91 | end as interval_convert, 92 | attribution_windows.att_window, 93 | attribution_windows.time_seconds 94 | 95 | from 96 | matched_touches 97 | inner join 98 | attribution_windows 99 | on matched_touches.model_id = attribution_windows.model_id 100 | 101 | ), 102 | 103 | windowed_touches as ( 104 | select 105 | * 106 | from 107 | conversion_intervals 108 | where 109 | interval_convert < time_seconds 110 | or time_seconds = 0 111 | 112 | ), 113 | 114 | touch_events as ( 115 | 116 | select 117 | touch_user_id, 118 | touch_event_id, 119 | touch_timestamp, 120 | model_id, 121 | touch_category, 122 | conversion_category, 123 | conversion_event_id, 124 | conversion_timestamp, 125 | att_window, 126 | interval_convert, 127 | case 128 | when conversion_category is not null 129 | then {{ dbt.datediff("lag(touch_timestamp) over (partition by conversion_event_id, model_id order by touch_timestamp)", "touch_timestamp", 'second') }} 130 | end as interval_pre, 131 | case 132 | when conversion_category is not null 133 | then {{ dbt.datediff("touch_timestamp", "coalesce(lead(touch_timestamp, 1) over (partition by conversion_event_id, model_id order by touch_timestamp), conversion_timestamp)", 'second') }} 134 | end as interval_post, 135 | case 136 | when conversion_category is not null 137 | then count(distinct touch_event_id) over (partition by conversion_event_id, model_id) 138 | end as convert_touch_count, 139 | case 140 | when conversion_category is not null 141 | then rank() over (partition by conversion_event_id, model_id order by touch_timestamp) 142 | end as convert_seq_up, 143 | case 144 | when conversion_category is not null 145 | then rank() over (partition by conversion_event_id, model_id order by touch_timestamp desc) 146 | end as convert_seq_down 147 | 148 | 149 | from 150 | windowed_touches 151 | ), 152 | 153 | touch_taxonomy as ( 154 | 155 | select 'touch_category' as attribute union all 156 | select 'conversion_category' as attribute union all 157 | select 'convert_touch_count' as attribution union all 158 | select 'convert_seq_up' as attribute union all 159 | select 'convert_seq_down' as attribute union all 160 | select 'interval_pre' as attribute union all 161 | select 'interval_post' as attribute union all 162 | select 'interval_convert' as attribute 163 | 164 | ), 165 | 166 | touch_attributes as ( 167 | 168 | select 169 | touch_events.touch_user_id, 170 | touch_events.touch_event_id, 171 | touch_events.conversion_event_id, 172 | touch_events.model_id, 173 | touch_taxonomy.attribute, 174 | 175 | case 176 | when touch_taxonomy.attribute = 'touch_category' then cast(touch_events.touch_category as string) 177 | when touch_taxonomy.attribute = 'conversion_category' then cast(touch_events.conversion_category as string) 178 | when touch_taxonomy.attribute = 'convert_seq_up' then cast(touch_events.convert_seq_up as string) 179 | when touch_taxonomy.attribute = 'convert_seq_down' then cast(touch_events.convert_seq_down as string) 180 | when touch_taxonomy.attribute = 'interval_pre' then cast(touch_events.interval_pre as string) 181 | when touch_taxonomy.attribute = 'interval_post' then cast(touch_events.interval_post as string) 182 | when touch_taxonomy.attribute = 'interval_convert' then cast(touch_events.interval_convert as string) 183 | end as value 184 | 185 | from touch_events, touch_taxonomy 186 | ), 187 | 188 | attribution_parts as ( 189 | 190 | select 191 | attribution_rules.*, 192 | power(2, attribution_rules.part - 1) as bit 193 | 194 | from 195 | attribution_rules 196 | ), 197 | 198 | rules_bitsums as ( 199 | 200 | select 201 | model_id, 202 | spec, 203 | rule, 204 | power(2, max(part)) - 1 as bitsum 205 | 206 | from 207 | attribution_parts 208 | 209 | group by 210 | model_id, 211 | spec, 212 | rule 213 | 214 | order by 215 | model_id, 216 | spec, 217 | rule 218 | ), 219 | 220 | matched_parts as ( 221 | 222 | select 223 | touch_attributes.touch_user_id, 224 | touch_attributes.touch_event_id, 225 | touch_attributes.conversion_event_id, 226 | touch_attributes.attribute, 227 | touch_attributes.value, 228 | attribution_parts.model_id, 229 | attribution_parts.spec, 230 | attribution_parts.rule, 231 | attribution_parts.part, 232 | attribution_parts.bit 233 | 234 | from 235 | touch_attributes 236 | inner join attribution_parts on 237 | touch_attributes.attribute = attribution_parts.attribute 238 | and touch_attributes.model_id = attribution_parts.model_id 239 | 240 | where 241 | (attribution_parts.relation = '=' and touch_attributes.value = cast(attribution_parts.value as string)) 242 | or (attribution_parts.relation = '>=' and touch_attributes.value >= cast(attribution_parts.value as string)) 243 | or (attribution_parts.relation = '<=' and touch_attributes.value <= cast(attribution_parts.value as string)) 244 | or (attribution_parts.relation = '>' and touch_attributes.value > cast(attribution_parts.value as string)) 245 | or (attribution_parts.relation = '<' and touch_attributes.value < cast(attribution_parts.value as string)) 246 | or (attribution_parts.relation = '<>' and touch_attributes.value <> cast(attribution_parts.value as string)) 247 | ), 248 | 249 | matched_rules as ( 250 | 251 | select 252 | matched_parts.touch_user_id, 253 | matched_parts.touch_event_id, 254 | matched_parts.conversion_event_id, 255 | matched_parts.model_id, 256 | matched_parts.spec, 257 | matched_parts.rule, 258 | sum(matched_parts.bit) as bits, 259 | rules_bitsums.bitsum 260 | 261 | from 262 | matched_parts 263 | inner join rules_bitsums on 264 | matched_parts.model_id = rules_bitsums.model_id 265 | and matched_parts.spec = rules_bitsums.spec 266 | and matched_parts.rule = rules_bitsums.rule 267 | 268 | group by 269 | matched_parts.touch_user_id, 270 | matched_parts.touch_event_id, 271 | matched_parts.conversion_event_id, 272 | matched_parts.model_id, 273 | matched_parts.spec, 274 | matched_parts.rule, 275 | rules_bitsums.bitsum 276 | 277 | having 278 | bits = rules_bitsums.bitsum 279 | ), 280 | 281 | matched_groups as ( 282 | 283 | select distinct 284 | touch_user_id, 285 | touch_event_id, 286 | conversion_event_id, 287 | model_id, 288 | spec 289 | 290 | from 291 | matched_rules 292 | ), 293 | 294 | share_attribution as ( 295 | 296 | select 297 | matched_groups.touch_user_id, 298 | matched_groups.touch_event_id, 299 | matched_groups.model_id, 300 | matched_groups.spec, 301 | conversion_shares.share / count(matched_groups.touch_event_id) over (partition by matched_groups.touch_user_id, matched_groups.model_id, matched_groups.spec) as conversion_share 302 | 303 | from 304 | matched_groups 305 | inner join conversion_shares on 306 | matched_groups.model_id = conversion_shares.model_id 307 | and matched_groups.spec = conversion_shares.spec 308 | ), 309 | 310 | attributed_events as ( 311 | select 312 | {{ generate_surrogate_key([ 313 | 'touch_events.model_id', 314 | 'touch_events.touch_event_id' 315 | ]) }} as surrogate_key, 316 | touch_events.*, 317 | share_attribution.spec, 318 | share_attribution.conversion_share 319 | 320 | from 321 | touch_events 322 | left join share_attribution on 323 | touch_events.touch_event_id = share_attribution.touch_event_id 324 | and touch_events.model_id = share_attribution.model_id 325 | ) 326 | 327 | 328 | select * from attributed_events -------------------------------------------------------------------------------- /models/tasman_mta__filtered_conversion_events.sql: -------------------------------------------------------------------------------- 1 | {% if var('incremental') == 'true' %} 2 | {{ 3 | config( 4 | materialized='incremental', 5 | snowflake_warehouse=get_warehouse() 6 | ) 7 | }} 8 | {% else %} 9 | {{ 10 | config( 11 | materialized='table', 12 | snowflake_warehouse=get_warehouse() 13 | ) 14 | }} 15 | {% endif %} 16 | 17 | with 18 | 19 | conversion_events as ( 20 | select * from {{ var('conversions_model') }} 21 | {% if is_incremental() %} 22 | -- this filter will only be applied on an incremental run 23 | where 24 | {{var('conversions_timestamp_field')}} > (select max(conversion_timestamp) from {{ this }}) 25 | {% endif %} 26 | ), 27 | 28 | conversion_rules as ( 29 | select * from {{ var('conversion_rules') }} 30 | ), 31 | 32 | conversion_attributes as ( 33 | select distinct attribute from conversion_rules 34 | ), 35 | 36 | {%- set attributes_query -%} 37 | select distinct attribute from {{ var('conversion_rules') }} 38 | {%- endset -%} 39 | 40 | {%- if execute -%} 41 | {% set attributes = run_query(attributes_query).rows %} 42 | {%- else -%} 43 | {% set attributes = [] %} 44 | {%- endif -%} 45 | 46 | raw_event_attributes as ( 47 | select 48 | conversion_events.{{var('conversions_event_id_field')}} as conversion_event_id, 49 | conversion_events.{{var('conversions_timestamp_field')}} as conversion_timestamp, 50 | conversion_events.{{var('conversions_user_id_field')}} as conversion_user_id, 51 | conversion_attributes.attribute as attribute, 52 | case 53 | {% for attribute in attributes -%} 54 | when conversion_attributes.attribute = '{{ attribute[0] }}' then cast({{ attribute[0] }} as string) 55 | {% endfor %} 56 | end as value 57 | 58 | from 59 | conversion_events, conversion_attributes 60 | 61 | ), 62 | 63 | event_attributes as ( 64 | select 65 | * 66 | from 67 | raw_event_attributes 68 | where 69 | value is not null 70 | 71 | ), 72 | 73 | conversion_rules_bit as ( -- maps rule parts to their attribute types and adds a bit used for validating that all parts of any rule are matched 74 | select 75 | *, 76 | power(2, part - 1) as bit 77 | 78 | from 79 | conversion_rules 80 | 81 | ), 82 | 83 | conversion_rules_compiled as ( -- converts the value of the rule part predicate to the appropriate native type, for better performance 84 | 85 | select 86 | *, 87 | case 88 | when type = 'boolean' and value = 'true' then true 89 | when type = 'boolean' and value = 'false' then false 90 | else null 91 | end as boolean_value, 92 | case 93 | when type = 'integer' then {{dbt.safe_cast("value", "integer")}} 94 | else null 95 | end as integer_value, 96 | case 97 | when type = 'float' then {{dbt.safe_cast("value", "numeric")}} 98 | else null 99 | end as float_value 100 | 101 | from 102 | conversion_rules_bit 103 | ), 104 | 105 | rules_bitsums as ( --calculates the sum of the of the bits per rule needed to validate that all parts per rule are satisfied. 106 | 107 | select 108 | model_id, 109 | conversion_category, 110 | rule, 111 | power(2, max(part)) - 1 as bitsum 112 | 113 | from 114 | conversion_rules_bit 115 | 116 | group by 117 | model_id, 118 | conversion_category, 119 | rule 120 | 121 | order by 122 | model_id, 123 | conversion_category, 124 | rule 125 | ), 126 | 127 | matched_parts as ( --returns all matched parts of the rules from the event stream (contains duplicates, handled downstreams.) 128 | 129 | select 130 | event_attributes.conversion_user_id, 131 | event_attributes.conversion_event_id, 132 | event_attributes.conversion_timestamp, 133 | event_attributes.attribute, 134 | event_attributes.value, 135 | rules.model_id, 136 | rules.conversion_category, 137 | rules.rule, 138 | rules.part, 139 | rules.bit 140 | 141 | from 142 | event_attributes 143 | inner join conversion_rules_compiled as rules on 144 | event_attributes.attribute = rules.attribute 145 | 146 | where 147 | (rules.type = 'boolean' 148 | and ( 149 | (rules.relation = '=' and event_attributes.value = 'true' and rules.boolean_value = true) 150 | or (rules.relation = '=' and event_attributes.value = 'false' and rules.boolean_value = false) 151 | ) 152 | ) 153 | 154 | or (rules.type = 'integer' 155 | and ( 156 | (rules.relation = '=' and {{dbt.safe_cast("event_attributes.value", "integer")}} = rules.integer_value) 157 | or (rules.relation = '>=' and {{dbt.safe_cast("event_attributes.value", "integer")}} >= rules.integer_value) 158 | or (rules.relation = '<=' and {{dbt.safe_cast("event_attributes.value", "integer")}} <= rules.integer_value) 159 | or (rules.relation = '>' and {{dbt.safe_cast("event_attributes.value", "integer")}} > rules.integer_value) 160 | or (rules.relation = '<' and {{dbt.safe_cast("event_attributes.value", "integer")}} < rules.integer_value) 161 | or (rules.relation = '<>' and {{dbt.safe_cast("event_attributes.value", "integer")}} <> rules.integer_value) 162 | ) 163 | ) 164 | 165 | or (rules.type = 'float' 166 | and ( 167 | (rules.relation = '=' and {{dbt.safe_cast("event_attributes.value", "numeric")}} = rules.float_value) 168 | or (rules.relation = '>=' and {{dbt.safe_cast("event_attributes.value", "numeric")}} >= rules.float_value) 169 | or (rules.relation = '<=' and {{dbt.safe_cast("event_attributes.value", "numeric")}} <= rules.float_value) 170 | or (rules.relation = '>' and {{dbt.safe_cast("event_attributes.value", "numeric")}} > rules.float_value) 171 | or (rules.relation = '<' and {{dbt.safe_cast("event_attributes.value", "numeric")}} < rules.float_value) 172 | ) 173 | ) 174 | 175 | or (rules.type = 'string' 176 | and ( 177 | (rules.relation = '=' and event_attributes.value = rules.value) 178 | or (rules.relation = '>=' and event_attributes.value >= rules.value) 179 | or (rules.relation = '<=' and event_attributes.value <= rules.value) 180 | or (rules.relation = '>' and event_attributes.value > rules.value) 181 | or (rules.relation = '<' and event_attributes.value < rules.value) 182 | or (rules.relation = '<>' and event_attributes.value <> rules.value) 183 | ) 184 | ) 185 | ), 186 | 187 | matched_rules as ( -- returns fulfilled rules which indicates that an event matches a conversion category 188 | 189 | select 190 | matched_parts.conversion_user_id, 191 | matched_parts.conversion_event_id, 192 | matched_parts.conversion_timestamp, 193 | matched_parts.model_id, 194 | matched_parts.conversion_category, 195 | matched_parts.rule, 196 | sum(matched_parts.bit) as bits, 197 | rules_bitsums.bitsum 198 | 199 | from 200 | matched_parts 201 | inner join rules_bitsums on 202 | rules_bitsums.model_id = matched_parts.model_id 203 | and rules_bitsums.conversion_category = matched_parts.conversion_category 204 | and rules_bitsums.rule = matched_parts.rule 205 | 206 | group by 207 | matched_parts.conversion_user_id, 208 | matched_parts.conversion_event_id, 209 | matched_parts.conversion_timestamp, 210 | matched_parts.model_id, 211 | matched_parts.conversion_category, 212 | matched_parts.rule, 213 | rules_bitsums.bitsum 214 | 215 | having 216 | bits = rules_bitsums.bitsum 217 | ), 218 | 219 | matched_categories as (-- Return one event record per conversion category (for the case where an event matches multiple rules within a conversion category) 220 | 221 | select distinct 222 | {{ generate_surrogate_key([ 223 | 'model_id', 224 | 'conversion_event_id' 225 | ]) }} as surrogate_key, 226 | conversion_user_id, 227 | conversion_event_id, 228 | conversion_timestamp, 229 | model_id, 230 | conversion_category 231 | 232 | from 233 | matched_rules 234 | ) 235 | 236 | select * from matched_categories 237 | -------------------------------------------------------------------------------- /models/tasman_mta__filtered_touch_events.sql: -------------------------------------------------------------------------------- 1 | {% if var('incremental') == 'true' %} 2 | {{config(materialized='incremental', snowflake_warehouse=get_warehouse())}} 3 | {% else %} 4 | {{config(materialized='table', snowflake_warehouse=get_warehouse())}} 5 | {% endif %} 6 | 7 | with 8 | 9 | touch_events as ( 10 | select * from {{ var('touches_model') }} 11 | {% if is_incremental() %} 12 | -- this filter will only be applied on an incremental run 13 | where 14 | {{var('touches_timestamp_field')}} > (select max(touch_timestamp) from {{ this }}) 15 | {% endif %} 16 | ), 17 | 18 | touch_rules as ( 19 | select * from {{ var('touch_rules') }} 20 | ), 21 | 22 | touch_attributes as ( 23 | select distinct attribute from touch_rules 24 | ), 25 | 26 | {%- set attributes_query -%} 27 | select distinct attribute from {{ var('touch_rules') }} 28 | {%- endset -%} 29 | 30 | {%- if execute -%} 31 | {% set attributes = run_query(attributes_query).rows %} 32 | {%- else -%} 33 | {% set attributes = [] %} 34 | {%- endif -%} 35 | 36 | raw_event_attributes as ( 37 | select 38 | touch_events.{{var('touches_event_id_field')}} as touch_event_id, 39 | touch_events.{{var('touches_timestamp_field')}} as touch_timestamp, 40 | touch_events.{{var('touches_user_id_field')}} as touch_user_id, 41 | touch_attributes.attribute as attribute, 42 | case 43 | {% for attribute in attributes -%} 44 | when touch_attributes.attribute = '{{ attribute[0] }}' then cast({{ attribute[0] }} as string) 45 | {% endfor %} 46 | end as value 47 | 48 | from 49 | touch_events, touch_attributes 50 | 51 | ), 52 | 53 | event_attributes as ( 54 | select 55 | * 56 | from 57 | raw_event_attributes 58 | where 59 | value is not null 60 | ), 61 | 62 | touch_rules_bit as ( -- maps rule parts to their attribute types and adds a bit used for validating that all parts of any rule are matched 63 | 64 | select 65 | *, 66 | power(2, part - 1) as bit 67 | 68 | from 69 | touch_rules 70 | ), 71 | 72 | touch_rules_compiled as ( -- converts the value of the rule part predicate to the appropriate native type, for better performance 73 | 74 | select 75 | *, 76 | case 77 | when type = 'boolean' and value = 'true' then true 78 | when type = 'boolean' and value = 'false' then false 79 | else null 80 | end as boolean_value, 81 | case 82 | when type = 'integer' then {{dbt.safe_cast("value", "integer")}} 83 | else null 84 | end as integer_value, 85 | case 86 | when type = 'float' then {{dbt.safe_cast("value", "numeric")}} 87 | else null 88 | end as float_value 89 | 90 | from 91 | touch_rules_bit 92 | ), 93 | 94 | rules_bitsums as ( --calculates the sum of the of the bits per rule needed to validate that all parts per rule are satisfied. 95 | 96 | select 97 | model_id, 98 | touch_category, 99 | rule, 100 | power(2, max(part)) - 1 as bitsum 101 | 102 | from 103 | touch_rules_bit 104 | 105 | group by 106 | model_id, 107 | touch_category, 108 | rule 109 | 110 | order by 111 | model_id, 112 | touch_category, 113 | rule 114 | ), 115 | 116 | matched_parts as ( --returns all matched parts of the rules from the event stream (contains duplicates, handled downstreams.) 117 | 118 | select 119 | event_attributes.touch_user_id, 120 | event_attributes.touch_event_id, 121 | event_attributes.touch_timestamp, 122 | event_attributes.attribute, 123 | event_attributes.value, 124 | rules.model_id, 125 | rules.touch_category, 126 | rules.rule, 127 | rules.part, 128 | rules.bit 129 | 130 | from 131 | event_attributes 132 | inner join touch_rules_compiled as rules on 133 | event_attributes.attribute = rules.attribute 134 | 135 | where 136 | (rules.type = 'boolean' 137 | and ( 138 | (rules.relation = '=' and event_attributes.value = 'true' and rules.boolean_value = true) 139 | or (rules.relation = '=' and event_attributes.value = 'false' and rules.boolean_value = false) 140 | ) 141 | ) 142 | 143 | or (rules.type = 'integer' 144 | and ( 145 | (rules.relation = '=' and {{dbt.safe_cast("event_attributes.value", "integer")}} = rules.integer_value) 146 | or (rules.relation = '>=' and {{dbt.safe_cast("event_attributes.value", "integer")}} >= rules.integer_value) 147 | or (rules.relation = '<=' and {{dbt.safe_cast("event_attributes.value", "integer")}} <= rules.integer_value) 148 | or (rules.relation = '>' and {{dbt.safe_cast("event_attributes.value", "integer")}} > rules.integer_value) 149 | or (rules.relation = '<' and {{dbt.safe_cast("event_attributes.value", "integer")}} < rules.integer_value) 150 | or (rules.relation = '<>' and {{dbt.safe_cast("event_attributes.value", "integer")}} <> rules.integer_value) 151 | ) 152 | ) 153 | 154 | or (rules.type = 'float' 155 | and ( 156 | (rules.relation = '=' and {{dbt.safe_cast("event_attributes.value", "numeric")}} = rules.float_value) 157 | or (rules.relation = '>=' and {{dbt.safe_cast("event_attributes.value", "numeric")}} >= rules.float_value) 158 | or (rules.relation = '<=' and {{dbt.safe_cast("event_attributes.value", "numeric")}} <= rules.float_value) 159 | or (rules.relation = '>' and {{dbt.safe_cast("event_attributes.value", "numeric")}} > rules.float_value) 160 | or (rules.relation = '<' and {{dbt.safe_cast("event_attributes.value", "numeric")}} < rules.float_value) 161 | ) 162 | ) 163 | 164 | or (rules.type = 'string' 165 | and ( 166 | (rules.relation = '=' and event_attributes.value = rules.value) 167 | or (rules.relation = '>=' and event_attributes.value >= rules.value) 168 | or (rules.relation = '<=' and event_attributes.value <= rules.value) 169 | or (rules.relation = '>' and event_attributes.value > rules.value) 170 | or (rules.relation = '<' and event_attributes.value < rules.value) 171 | or (rules.relation = '<>' and event_attributes.value <> rules.value) 172 | ) 173 | ) 174 | ), 175 | 176 | matched_rules as ( -- returns fulfilled rules which indicates that an event matches a touch touch_category 177 | 178 | select 179 | matched_parts.touch_user_id, 180 | matched_parts.touch_event_id, 181 | matched_parts.touch_timestamp, 182 | matched_parts.model_id, 183 | matched_parts.touch_category, 184 | matched_parts.rule, 185 | sum(matched_parts.bit) as bits, 186 | rules_bitsums.bitsum 187 | 188 | from 189 | matched_parts 190 | inner join rules_bitsums on 191 | rules_bitsums.model_id = matched_parts.model_id 192 | and rules_bitsums.touch_category = matched_parts.touch_category 193 | and rules_bitsums.rule = matched_parts.rule 194 | 195 | group by 196 | matched_parts.touch_user_id, 197 | matched_parts.touch_event_id, 198 | matched_parts.touch_timestamp, 199 | matched_parts.model_id, 200 | matched_parts.touch_category, 201 | matched_parts.rule, 202 | rules_bitsums.bitsum 203 | 204 | having 205 | bits = rules_bitsums.bitsum 206 | ), 207 | 208 | matched_categories as (-- Return one event record per touch_category (for the case where an event matches multiple rules within a touch_category) 209 | 210 | select distinct 211 | {{ generate_surrogate_key([ 212 | 'model_id', 213 | 'touch_event_id' 214 | ]) }} as surrogate_key, 215 | touch_user_id, 216 | touch_event_id, 217 | touch_timestamp, 218 | model_id, 219 | touch_category 220 | 221 | from 222 | matched_rules 223 | ) 224 | 225 | select * from matched_categories 226 | -------------------------------------------------------------------------------- /models/tasman_mta__performance_history.sql: -------------------------------------------------------------------------------- 1 | {{ 2 | config( 3 | materialized='incremental', 4 | on_schema_change="sync_all_columns", 5 | snowflake_warehouse=get_warehouse(), 6 | full_refresh=false 7 | ) 8 | }} 9 | 10 | with 11 | 12 | models as ( 13 | select model_id from {{var('touch_rules')}} 14 | union all 15 | select model_id from {{var('conversion_rules')}} 16 | union all 17 | select model_id from {{var('conversion_shares')}} 18 | union all 19 | select model_id from {{var('attribution_rules')}} 20 | union all 21 | select model_id from {{var('attribution_windows')}} 22 | ), 23 | 24 | distinct_models as ( 25 | select distinct model_id from models 26 | ), 27 | 28 | input_touches as ( 29 | select 30 | count(distinct {{var('touches_event_id_field')}}) as input_touches 31 | from 32 | {{ var('touches_model') }} 33 | ), 34 | 35 | input_touches_by_model as ( 36 | select 37 | distinct_models.model_id, 38 | input_touches.input_touches 39 | 40 | from 41 | input_touches, distinct_models 42 | ), 43 | 44 | filtered_touches_by_model as ( 45 | select 46 | model_id, 47 | count(distinct touch_event_id) as filtered_touches 48 | from 49 | {{ ref('tasman_mta__filtered_touch_events') }} 50 | group by 51 | model_id 52 | ), 53 | 54 | attributed_touches_by_model as ( 55 | select 56 | model_id, 57 | count(distinct touch_event_id) as attributed_touches 58 | from 59 | {{ ref('tasman_mta__attributed_touches') }} 60 | where 61 | conversion_event_id is not null 62 | group by 63 | model_id 64 | ), 65 | 66 | input_conversions as ( 67 | select 68 | count(distinct {{var('conversions_event_id_field')}}) as input_conversions 69 | from 70 | {{ var('conversions_model') }} 71 | ), 72 | 73 | input_conversions_by_model as ( 74 | select 75 | distinct_models.model_id, 76 | input_conversions.input_conversions 77 | 78 | from 79 | input_conversions, distinct_models 80 | ), 81 | 82 | filtered_conversions_by_model as ( 83 | select 84 | model_id, 85 | count(distinct conversion_event_id) as filtered_conversions 86 | from 87 | {{ ref('tasman_mta__filtered_conversion_events') }} 88 | group by 89 | model_id 90 | ), 91 | 92 | attributed_conversions_by_model as ( 93 | select 94 | model_id, 95 | count(distinct conversion_event_id) as attributed_conversions 96 | from 97 | {{ ref('tasman_mta__attributed_conversions') }} 98 | where 99 | touch_event_id is not null 100 | group by 101 | model_id 102 | ), 103 | 104 | unattributed_conversions_by_model as ( 105 | select 106 | model_id, 107 | count(distinct conversion_event_id) as unattributed_conversions 108 | from 109 | {{ ref('tasman_mta__attributed_conversions') }} 110 | where 111 | touch_event_id is null 112 | group by 113 | model_id 114 | ), 115 | 116 | conversion_share_by_model as ( 117 | select 118 | model_id, 119 | sum(conversion_share) as total_conversion_share 120 | from 121 | {{ ref('tasman_mta__attributed_conversions') }} 122 | group by 123 | model_id 124 | ), 125 | 126 | run_details as ( 127 | select 128 | {{ generate_uuid() }} as run_id, 129 | {{ current_utc_time() }} as run_date 130 | ), 131 | 132 | run_details_by_model as ( 133 | select 134 | run_details.run_id, 135 | run_details.run_date, 136 | distinct_models.model_id 137 | 138 | from 139 | run_details, distinct_models 140 | ), 141 | 142 | joined_stats as ( 143 | select 144 | run_details_by_model.run_id, 145 | run_details_by_model.run_date, 146 | run_details_by_model.model_id, 147 | input_touches_by_model.input_touches, 148 | filtered_touches_by_model.filtered_touches, 149 | attributed_touches_by_model.attributed_touches, 150 | input_conversions_by_model.input_conversions, 151 | filtered_conversions_by_model.filtered_conversions, 152 | attributed_conversions_by_model.attributed_conversions, 153 | unattributed_conversions_by_model.unattributed_conversions, 154 | conversion_share_by_model.total_conversion_share 155 | 156 | from 157 | run_details_by_model 158 | 159 | left join 160 | input_touches_by_model 161 | on run_details_by_model.model_id = input_touches_by_model.model_id 162 | 163 | left join 164 | filtered_touches_by_model 165 | on run_details_by_model.model_id = filtered_touches_by_model.model_id 166 | 167 | left join 168 | attributed_touches_by_model 169 | on run_details_by_model.model_id = attributed_touches_by_model.model_id 170 | 171 | left join 172 | input_conversions_by_model 173 | on run_details_by_model.model_id = input_conversions_by_model.model_id 174 | 175 | left join 176 | filtered_conversions_by_model 177 | on run_details_by_model.model_id = filtered_conversions_by_model.model_id 178 | 179 | left join 180 | attributed_conversions_by_model 181 | on run_details_by_model.model_id = attributed_conversions_by_model.model_id 182 | 183 | left join 184 | unattributed_conversions_by_model 185 | on run_details_by_model.model_id = unattributed_conversions_by_model.model_id 186 | 187 | left join 188 | conversion_share_by_model 189 | on run_details_by_model.model_id = conversion_share_by_model.model_id 190 | 191 | ), 192 | 193 | calculated_stats as ( 194 | select 195 | run_id, 196 | run_date, 197 | model_id, 198 | input_touches, 199 | filtered_touches, 200 | input_touches - filtered_touches as removed_touches, 201 | attributed_touches, 202 | filtered_touches - attributed_touches as unattributed_touches, 203 | input_conversions, 204 | filtered_conversions, 205 | input_conversions - filtered_conversions as removed_conversions, 206 | attributed_conversions, 207 | unattributed_conversions, 208 | attributed_conversions/filtered_conversions as attribution_rate, 209 | total_conversion_share 210 | 211 | from 212 | joined_stats 213 | ) 214 | 215 | select * from calculated_stats -------------------------------------------------------------------------------- /readme.md: -------------------------------------------------------------------------------- 1 | [![tasman_logo][tasman_wordmark_black]][tasman_website_light_mode] 2 | [![tasman_logo][tasman_wordmark_cream]][tasman_website_dark_mode] 3 | 4 | --- 5 | *We are the boutique analytics consultancy that turns disorganised data into real business value. [Get in touch][tasman_contact] to learn more about how Tasman can help solve your organisations data challenges.* 6 | 7 | # Multi-Touch Attribution Engine 8 | 9 | **Key Features:** 10 | - 🔩 Boolean-algebra rule-based configurations avoiding custom SQL requirements 11 | - 🪛 Reconfigurable positional and time-based attribution models 12 | - 🔀 Multiple concurrent models, enabling robust, flexible, multi-model analyses 13 | - ⏰ Fine-grain attribution window control 14 | - ➕ Optional incremental materialisations 15 | - ❄️ Custom warehouse selection (Snowflake only) 16 | 17 | 18 | ## What is Multi-Touch Attribution? 🤨 19 | 20 | Multi-touch attribution is a method of marketing measurement that accounts for all the touchpoints on the customer journey and designates a certain amount of credit to each channel. This enables marketers to analyse the value that each touchpoint has on driving a conversion. 21 | 22 | The core functionality of an attribution engine is its ability to match touches to conversions based on a series of rules, known as 'attribution models'. 23 | 24 | Multi-touch attribution can be cross-device, however with the increased privacy constraints introduced by Apple in iOS 14.5 and more generally across the industry, deterministic methods of attribution such as those in this engine are generally ineffective for mobile. For mobile attribution, we recommend checking Mobile Measurement Partners (MMPs) with support for Apple's SKAdNetwork such as [Appsflyer](https://www.appsflyer.com/) or [Adjust](https://www.adjust.com/). 25 | 26 | >Examples of attribution models that can be configured with this engine include: 27 | >- Last touch - 100% conversion credit is applied to the touch point immediately before the conversion event 28 | >- First touch - 100% conversion credit is applied to the earliest occuring touch point 29 | >- U-shaped - 40% conversion credit is given to both first and last touches, with the remaining 20% split across all others 30 | 31 | 🧠 For more information, [Segment has written an article](https://segment.com/academy/advanced-analytics/an-introduction-to-multi-touch-attribution/) introducing the topic and the most common models. 32 | 33 | ## Configuring the Engine ⚙️ 34 | 35 | Instructions on how to configure the MTA Engine can be found [here](docs/configuration.md). 36 | 37 | ## Engine Outputs 🔥 38 | 39 | The engine has two primary output models, attributed touches and attributed conversions. 40 | - [**`attributed_touches`**](models/tasman_mta__attributed_touches.sql) contains all filtered touches (based on the touch rules) across all attribution models that have been attributed to a conversion. Where touches have been attributed, there will be a `conversion_event_id` for that `touch_event_id`, as well as a conversion share value if appropriate. 41 | - [**`attributed_conversions`**](models/tasman_mta__attributed_conversions.sql) is this inverse of the attributed touches and contains all filtered conversions (based on the conversion rules) across all attribution models, whether or not they have attributed to a touch. Each `conversion_event_id` may appear once all multiple times depending on the number of attributed touches. Where `touch_event_id` is null, this indicates that the conversion is unattributed. This is the model that should be used in downstream models to analyse attribution performance. 42 | 43 | ## Performance Tracking 🚀 44 | 45 | Attribution is tricky and it's unlikely that optimal results will be achieved during the initial implementation of this engine - this is because the quality of the outputs are entirely dependent on the quality of the inputs along with tuning of the configurations. As such, a [`performance_history`](models/tasman_mta__performance_history.sql) model has been added that will keep track of each time the attribution engine is run, and collect useful statistics that can help accelerate the implementation as well as monitor key metrics such as attribution rate. 46 | 47 | ## Current Limitations ⚠️ 48 | 49 | - Handling conversion shares where the total number of touches is lower than the number of specs. For example, if there are only 2 touches but 3 [attribution rule specs](docs/configuration.md#attribution-rules), then the total conversion shares will not sum to 100%. This needs to be accounted for when analysing the outputs. 50 | 51 | ## Supported Data Warehouses 52 | This package currently supports Snowflake and BigQuery targets. 53 | 54 | ## Contact 55 | This package has been written and is maintained by [Tasman Analytics](https://tasman.ai). 56 | 57 | If you find a bug, or for any questions please open an issue on GitHub. 58 | 59 | [tasman_website_dark_mode]: https://tasman.ai?utm_source=github&utm_medium=internal-referral&utm_campaign=tasman-dbt-mta#gh-dark-mode-only 60 | [tasman_website_light_mode]: https://tasman.ai?utm_source=github&utm_medium=internal-referral&utm_campaign=tasman-dbt-mta#gh-light-mode-only 61 | [tasman_contact]: https://tasman.ai/contact?utm_source=github&utm_medium=internal-referral&utm_campaign=tasman-dbt-mta 62 | [tasman_wordmark_cream]: https://raw.githubusercontent.com/TasmanAnalytics/.github/master/images/tasman_wordmark_cream_500.png#gh-dark-mode-only 63 | [tasman_wordmark_black]: https://raw.githubusercontent.com/TasmanAnalytics/.github/master/images/tasman_wordmark_black_500.png#gh-light-mode-only --------------------------------------------------------------------------------