ChannelAttribution: Markov Model for Online Multi-Channel Attribution

Advertisers use a variety of online marketing channels to reach consumers and they want to know the degree each channel contributes to their marketing success. This is called online multi-channel attribution problem. This package contains a probabilistic algorithm for the attribution problem. The model uses a k-order Markov representation to identify structural correlations in the customer journey data. The package also contains three heuristic algorithms (first-touch, last-touch and linear-touch approach) for the same problem. The algorithms are implemented in C++.

Package details

AuthorDavide Altomare, David Loris
MaintainerDavide Altomare <>
LicenseGPL-3 | file LICENSE
Package repositoryView on CRAN
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ChannelAttribution documentation built on July 27, 2020, 9:06 a.m.