Clip 1 - Attribution - Concept & Types - Li & Kannan., 2014

4 important questions on Clip 1 - Attribution - Concept & Types - Li & Kannan., 2014

What is according to the article, the most common used metric to indicate the power of these channels?

The last-click metric.

The last-click metric only looks at the paths that have ended in a conversion. What is a large problem when only the last touchpoint is taken into account?

The prior channel touches are ignored, and so also their spillovers.

What does this paper focus on and provide a model for?

Estimating carryover and spillover effects to prior touches at both visit and purchase stages to correctly measure the incremental contribution of multiple channels to assist decisions on optimising marketing budgets.
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What is the carryover (spillover) effect in the purchase stage?

The impact of prior visits through a given channel on the probability of making a purchase through that specific (a different) channel.

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