项目作者: aleksejhoffaerber

项目描述 :
Multi-channel and dynamic revenue attribution for effective budget allocation
高级语言: R
项目地址: git://github.com/aleksejhoffaerber/budgetallocation.git
创建时间: 2021-03-03T16:26:52Z
项目社区:https://github.com/aleksejhoffaerber/budgetallocation

开源协议:

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Goals

  1. Analyse current touchpoints and channels
  2. Define effective channels for future strategy
  3. Use standard attribution models to allocate revenue
  4. Design a specific attribution model
  5. Recommend channel weights for multi-channel budget allocation

What makes this project interesting

  • Completely done in R
  • Easily adjustable because of dplyr + ggplot2 set-up
  • My suggested attribution model corrects for biases in other attribution model
  • Defined a weight optimization function that helps to define the optimal weight
  • This optimization helps a marketer to understand the changing importance for first- and last-clicks

Samples from the Analysis