Multichannel Marketing Attribution Using Markov Chains for E-Commerce

Multichannel Marketing Attribution Using Markov Chains for E-Commerce

There are plenty of online media that can be used by ecommerce companies in order to drive the revenue. However, use of this media is usually connected to investment into the selected media. From the company perspective, it is wise to evaluate the outcome of these investments in order to choose the...

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Bibliographic Details
Main Authors: Lukáš Kakalejčík, Jozef Bucko, Paulo A. A. Resende
Format: Article
Language:English
Published: Czech Statistical Office 2021-06-01
Series:Statistika: Statistics and Economy Journal
Subjects:
attribution modeling
multichannel attribution
e-commerce
marketing
order of markov chain
Online Access:https://www.czso.cz/documents/10180/143550797/32019721q2_kakalejc%C3%ADk.pdf/f3c767c8-101b-400d-b937-b18a8d84998a?version=1.1

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