Marketing Multi-Channel Attribution model based on Sales Funnel with R

This is the last post in the series of articles about using Multi-Channel Attribution in marketing. In previous two articles (part 1 and part 2), we’ve reviewed a simple and powerful approach based on Markov chains that allows you to effectively attribute marketing channels. In this article, we will review another fascinating approach that marries heuristic […]

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Sales Funnel visualization with R

Sales (purchasing or conversion) Funnel is a consumer-focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service. Classically, the Sales funnel includes at least four steps: Awareness – the customer becomes aware of the existence of a product or service, Interest – actively expressing an interest in a product […]

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