ChannelAttribution (version 2.0.7)

heuristic_models: Heuristic models for the online attribution problem.

Description

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

Usage

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

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.

Arguments

Data

data.frame containing paths and conversions.

var_path

column name containing paths.

var_conv

column name containing total conversions.

var_value

column name containing total conversion value.

sep

separator between the channels.

flg_adv

if TRUE, ChannelAttribution Pro banner is printed.

Author

Davide Altomare ().

Examples

if (FALSE) {

library(ChannelAttribution)

data(PathData) 

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

}