This is the second post about the Marketing Multi-channel Attribution Model with Markov chains (here is the first one). Even though the concept of the first-order Markov chains is pretty simple, you can face other issues and challenges when implementing the approach in practice. In this article, we will review some of them. I tried to organize this…

via Marketing Multi-Channel Attribution model with R (part 2: practical issues) — AnalyzeCore – data is beautiful, data is a story

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