Data driven multi-touch attribution modeling with Markov chains
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Updated
Aug 6, 2020 - Python
Data driven multi-touch attribution modeling with Markov chains
In this research paper, we used Google and Facebook conversion lift studies to calibrate our Multi-Touch Attribution results from Google Ads Data Hub (ADH). We assessed the feasibility of these conversion lift calibrations and the impact of using conversion lift results in the calibration adjustment.
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