Multi-Touch Attribution Marketing Model - The Shapley value approach -part 1

Which one fits your business?

Introduction

The filed of online advertising, media effective evaluation is an important part of the decision-making process. Since the cost of an advertisement is based on the number of clicks or impressions, it is very important to understand the media effectiveness of each action. Due to the different nature of each channel, it is necessary to understand the marketing effect of each channel. Therefore, in order to understand the impact of online marketing activities, a multi-channel attribution model must be considered.

Customer-Journey

Rule-Based Models

Common attribution analysis models include:

• Last click: the last touchpoint before the user purchases all contribution values
• First click: The first touchpoint on the user’s access path gets all contribution values
• Linear model: all touchpoints on the user’s access path equally share the contribution value
• Time decay model: the earlier touchpoints on the user’s access path get more contribution value