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Channel Attribution with Clickstream Data by matheus.alvesmadeira is a document available to read on EtoBox.
What is Channel Attribution with Clickstream Data about?
This master thesis presents a new probabilistic model for channel attribution using clickstream data from an online store, aiming to improve upon the traditional last-click model. The research highlights the importance of data-driven approaches in marketing to better understand customer behavior and optimize marketing strategies. The findings indicate that the last-click model is not optimal for channel attribution analysis, suggesting the need for more sophisticated models in the industry.
- Author
- matheus.alvesmadeira
- Language
- EN