Analysis on multi channel attribution with fragmented conversion paths?
I just lately came across SegmentStream, an organization offering a platform for on-line conversion modelling, particularly with incomplete conversion paths, a subject which could be very related for my present work.
The work I’m presently doing on conversion paths and multi channel attribution relies on markov chains, however this closely depends on considerably full conversion paths which is changing into increasingly scarce as cookie monitoring turns into much less dependable.
Does anybody right here know of any good analysis papers on this matter? Particularly regarding multi channel attribution with fragmented conversion path?
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