Data

<p>Customer path data with conversions and conversion value.</p>

dataset

customer journey dataset

customer path data

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++.

Davide Altomare

ChannelAttribution

Markov Model for the Online Multi-Channel Attribution Problem

Data function

<p><code>Data</code> is a data.frame with 10.000 rows and 4 columns: "path" containing customer paths, "total_conversions" containing total number of conversions, "total_conversion_value" containing total conversion value and "total_null" containing total number of paths that do not lead to conversion.</p>

Data: Customer journeys data

Description

Usage

Arguments

Format