Conversion?
Optimize.
Attribution models
Attribution is the science behind assigning values to individual touch points throughout a customer's journey
Rule Based Attribution
Last Interaction
Attribution is done based on a set of heuristics
Last Non-Direct
Time decay
First Touch
Algorithm Based Attribution
Shapley Value
Markov Chain
"Fairer" attribution through algorithms
?
Conversion vs Value
So, which
Shapley Value Attribution
Co-operation among marketing channels
Marginal Contribution of each channel
Research: Shapley Attribution
Markov Chain Attribution​
Propensity to convert
Value per channel
Research: Markov Attribution
Which?
- Industry standard
- More robust
- 15 or more channels
- Path dependent
Â
Shapley
Markov
Research: Markov vs Shapley
Recommendations
Display impressions has a negative impact on both conversion value and number of conversions
Last and First touch models over/under value Referral & Direct. Algo models correct that
Attribution could also be studied by different demographics and seasons
We can optimise the marketing mix given the budget
Research: Shapley Attribution
Research: Markov Attribution
