Customer path data with conversions and conversion value.

dataset

online attribution

customer journey

multi channel funnel

channel attribution

customer path

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 first-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++. For a more extensive version of the package, which includes a k-order Markov model and useful functions to handle customer journey data, and for customizations please contact <davide.altomare@gmail.com>.

Davide Altomare

ChannelAttribution

Markov Model for the Online Multi-Channel Attribution Problem

Dy function

<code>Dy</code> is a data.frame with 10.000 rows and 3 columns: "channel_path" containing customer paths, "total_conversions" containing total number of conversions and "total_conversion_value" containing total conversion value.

format

Customer journeys data

Dy: Customer journeys data

Description

Usage

Arguments

format