Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey.

摘要

In this paper we address statistical issues in attributing revenue to marketing channels. We describeudthe relevant data structures and introduce an example. We suggest an asymmetric bathtub shape asudappropriate for time-weighted revenue attribution to the customer journey, provide an algorithm, andudillustrate the method. We suggest a modification to this method when there is independent informationudavailable on the relative values of the channels. We compare the revenue attributions suggested by theudmethods in this paper with several common attribution methods.