D.A. Wooff
Time-weighted multi-touch attribution and channel relevance in the customer journey to online purchase
Wooff, D.A.; Anderson, J.M.
Authors
J.M. Anderson
Abstract
We address statistical issues in attributing revenue to marketing channels and inferring the importance of individual channels in customer journeys towards an online purchase. We describe the relevant data structures and introduce an example. We suggest an asymmetric bathtub shape as appropriate for time-weighted revenue attribution to the customer journey, provide an algorithm, and illustrate the method. We suggest a modification to this method when there is independent information available on the relative values of the channels. To infer channel importance, we employ sequential data analysis ideas and restrict to data which ends in a purchase. We propose metrics for source, intermediary, and destination channels based on twoand three-step transitions in fragments of the customer journey. We comment on the practicalities of formal hypothesis testing. We illustrate the ideas and computations using data from a major UK online retailer. Finally, we compare the revenue attributions suggested by the methods in this paper with several common attribution methods.
Citation
Wooff, D., & Anderson, J. (2015). Time-weighted multi-touch attribution and channel relevance in the customer journey to online purchase. Journal of statistical theory and practice, 9(2), 227-249. https://doi.org/10.1080/15598608.2013.862753
| Journal Article Type | Article |
|---|---|
| Acceptance Date | Nov 1, 2013 |
| Online Publication Date | May 24, 2014 |
| Publication Date | 2015 |
| Deposit Date | Jul 2, 2013 |
| Publicly Available Date | Nov 14, 2013 |
| Journal | Journal of Statistical Theory and Practice |
| Electronic ISSN | 1559-8616 |
| Publisher | Springer |
| Peer Reviewed | Peer Reviewed |
| Volume | 9 |
| Issue | 2 |
| Pages | 227-249 |
| DOI | https://doi.org/10.1080/15598608.2013.862753 |
| Keywords | Sequential analysis, Metrics, Clickstream, Digital marketing, E-commerce, Path to conversion |
| Public URL | https://durham-repository.worktribe.com/output/1450367 |
Files
Submitted Journal Article
(298 Kb)
PDF
Accepted Journal Article
(1.6 Mb)
PDF
You might also like
Bayes Linear Statistics: Theory and Methods
(2007)
Book
Inferring marketing channel relevance in the customer journey to online purchase
(2013)
Preprint / Working Paper
Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey
(2013)
Preprint / Working Paper