Attribution Models in Marketing
Go to main | Course Page
Section 1: Introduction to Attribution models
- Need for Attribution model
- Download Resources
- Digital marketing terminologies
- Traditional Marketing vs Digital channels
- Customer journey to purchase
- Two types of attribution
- Rule Based Attribution
Section 2: Markov Chain Attribution
- Understanding Markov chain in marketing
- Markov property: Memory-Less
- Overall Purchase Probability
- Impact of a particular channel
- Exercise
- Solutions
Section 3: Attribution models using Markov Chain - Code Along
- Understand the data
- Long form to Wide form
- The Customer Journey Path
- Transition Probability Matrix
- Calculate Ad-Channel Impact