Multi-Channel Attribution With R

Kevin Feasel

2017-06-01

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.

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