Multi-Channel Attribution With R

Sergey Bryl walks through some of the difficulties of the multi-channel attribution solution he came up with before:

The main steps that we will review are the following:

• splitting paths depending on purchases counts

• replacing some channels/touch points

• a unique channel/touchpoint case

• consequent duplicated channels in the path and higher order Markov chains

• paths that haven’t led to a conversion

• customer journey duration

• attributing revenue and costs comparisons

There’s a lot there, and I like the practical explanations of issues when dealing with a real business problem.