Markov chains, in the context of channel attribution, gives us a framework to statistically model user journeys and how each channel factors into the users traveling from one channel to another to eventually convert (or not). By using these transition probabilities, we can identify the statistical impact a single channel has on our total conversions.
More so today than ever, digital marketing is an integral step in establishing a brand. There are various channels in which this takes place. Did my Google Ad bring in more customers or paid influencers on Instagram?
- CPG products - your grocery items
- Retail - does your product have more of an impact when advertised by a local influencer?
- Delivery services - web-based vs. mobile ads
✍️ this project is a WIP ✍️ - Stay Tuned!
Data source: https://nijianmo.github.io/amazon/index.html