ChannelAttribution (version 1.13)

heuristic_models: Heuristic models for the online attribution problem

Description

Estimate theree heuristic models (first-touch, last-touch, linear) from customer journey data.

Usage

heuristic_models(Data, var_path, var_conv, var_value=NULL, sep=">")

Arguments

Data

data.frame containing paths and conversions.

var_path

name of the the column containing paths.

var_conv

name of the column containing total conversions.

var_value

name of the column containing total conversion value.

sep

separator between the channels.

Value

An object of class data.frame with the estimated number of conversions and the estimated conversion value attributed to each channel for each model.

Examples

# NOT RUN {
data(PathData) 

#uncomment the following lines to run the examples

heuristic_models(Data,"path","total_conversions")
#heuristic_models(Data,"path","total_conversions",var_value="total_conversion_value")

# }