Feature Attribution in Mixed Marketing Model
My Setup: Input Features: Various media spends and its lagged version Target Feature: Sales Objective1: Predict Sales (got decent performance) Objective2: Find Feature Attribution ML Model: DNN Architecture using TF Keras Attribution Tool: Integrated Gradients My Issue: I’m getting -ve attributes for features where common sense tells us that it should be +ve. For example, I’m getting -ve attribution for tv ad spend. How to fix this issue? submitted by /u/eternalmathstudent [link] [comments]