Understanding Marketing Channel Attribution with Markov Chains
I recently watched a comprehensive YouTube video by Jessica Duncan, a marketing data scientist, focusing on the intricacies of marketing channel attribution using data science techniques, specifically leveraging R and Markov chains. At its core, marketing attribution aims to determine which customer touchpoints play a pivotal role in converting leads into customers. These touchpoints can span various channels, such as social media, email marketing, or customer service interactions, and can even include untracked influences like word-of-mouth referrals.