ChannelAttribution: Markov Model for the Online Multi-Channel Attribution Problem

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. It's called the online multi-channel attribution problem. This package contains a probabilistic algorithm for the attribution problem. The model uses a k-order Markov representation to identifying 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++.

AuthorDavide Altomare, David Loris
Date of publication2016-12-08 01:06:25
MaintainerDavide Altomare <davide.altomare@gmail.com>
LicenseGPL (>= 2)
Version1.10
http://www.slideshare.net/adavide1982/markov-model-for-the-multichannel-attribution-problem http://www.lunametrics.com/blog/2016/06/30/marketing-channel-attribution-markov-models-r/ http://analyzecore.com/2016/08/03/attribution-model-r-part-1/

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Files

ChannelAttribution
ChannelAttribution/src
ChannelAttribution/src/Makevars
ChannelAttribution/src/ChannelAttribution.h
ChannelAttribution/src/Makevars.win
ChannelAttribution/src/ChannelAttribution.cpp
ChannelAttribution/NAMESPACE
ChannelAttribution/data
ChannelAttribution/data/PathData.rda
ChannelAttribution/R
ChannelAttribution/R/ChannelAttribution.R
ChannelAttribution/MD5
ChannelAttribution/DESCRIPTION
ChannelAttribution/man
ChannelAttribution/man/ChannelAttribution-package.Rd ChannelAttribution/man/markov_model.Rd ChannelAttribution/man/heuristic_models.Rd ChannelAttribution/man/Data.Rd

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