Markov chains - the multi-channel attribution model
A customer's journey undergoes a path of different channels before a purchase on an e-commerce website. Multi-channel attribution assigns a value to each step in the journey. The question is how one can identify the value in the actions people take on your website that lead to a conversion. Commonly, businesses use "last click" attribution, which means assigning all the conversion value to the last step in the journey or "first click" attribution. The first step in developing multi-channel attribution analytics is to understand the customer's journey - from awareness through purchase to after-purchase support. The ultimate goal is to develop loyal customers who spend a significant money on purchases, ...
Get Practical Machine Learning Cookbook now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
