I recently found a package *ChannelAttribution* which is pretty cool for attributing the marketing channels used during customer's journey (I exported data from Google Analytics). The package is super simple, and that is the problem.

I have a data set containing records in the following format:

Columns:

Path: A > B > C > D > A > Z

The number of conversions: 12

The conversion value: 12,632 USD

See how it looks in Google Analytics

I would like to attribute the value to each channel using Markov model, however, more in detail so I can understand the whole process behind. Can you recommend any packages, scripts and steps I should take in order to achieve it?

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#### Best Answer

Anderl, E., Becker, I., Wangenheim, F. V., & Schumann, J. H. (2014). Mapping the customer journey: A graph-based framework for online attribution modeling. *Available at SSRN:* http://ssrn.com/abstract=2343077 or http://dx.doi.org/10.2139/ssrn.2343077

This should help to understand how Markov models are being used to analyze multichannel customer path.

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