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项目作者:
aleksejhoffaerber
项目描述 :
Multi-channel and dynamic revenue attribution for effective budget allocation
高级语言:
R
项目主页:
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:
下载
Goals
Analyse current touchpoints and channels
Define effective channels for future strategy
Use standard attribution models to allocate revenue
Design a specific attribution model
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
Report_BudgetAllocation_1647078484352.pdf