Data-Driven-Attribution

• Development Data-Driven Attribution Models

  • Shapley Value Attribution Model (Paid solution provided by GA360)
  • Markov Chain Attribution Model

• By using these attribution models, we can implement marketing media-mix modeling

Result

The advertising industry usually uses the Last click model, but the Data-Driven Attribution models enables more fair distribution.

Last Click Attribution Model vs Shapley Value, Markov Chain Attribution Model