Attribution Modeling

Objective

• To attribute weights of importance to each digital marketing channel
• To analyze channel effeciency and effectiveness through economic analysis
• To explore customer journey of digital marketing interactions leading to point of sale

Agenda

• Attribution Models
  • Data Driven Attribution Model
  • Sharpley Attribution Model
  • Markov Chain Attribution Model
• Economic Analysis
  • Cost Per Action
  • Return On Advertising Spend
• Customer Journey
  • Transition Matrix
  • Customer Journey Duration

Results

For results, please go to my presentation slides.

Implementation

This project is implemented in R. For detailed code, please go to my Rpub.