Attribution Models in Marketing

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Section 1: Introduction to Attribution models

  1. Need for Attribution model
  2. Download Resources
  3. Digital marketing terminologies
  4. Traditional Marketing vs Digital channels
  5. Customer journey to purchase
  6. Two types of attribution
  7. Rule Based Attribution

Section 2: Markov Chain Attribution

  1. Understanding Markov chain in marketing
  2. Markov property: Memory-Less
  3. Overall Purchase Probability
  4. Impact of a particular channel
  5. Exercise
  6. Solutions

Section 3: Attribution models using Markov Chain - Code Along

  1. Understand the data
  2. Long form to Wide form
  3. The Customer Journey Path
  4. Transition Probability Matrix
  5. Calculate Ad-Channel Impact
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