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 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 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++.
|Author||Davide Altomare, David Loris|
|Maintainer||Davide Altomare <[email protected]>|
|License||GPL (>= 2)|
|URL||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/|
|Package repository||View on CRAN|
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