ChannelAttribution (1.12)

Markov Model for the Online Multi-Channel Attribution Problem.

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++.

Maintainer: Davide Altomare
Author(s): Davide Altomare, David Loris

License: GPL (>= 2)

Uses: Rcpp

Released about 2 years ago.