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A Beginner’s Guide to Channel Attribution Modeling in Marketing (using Markov Chains, with a case study in R)

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Introduction In a typical ‘from think to buy’ customer journey, a customer goes through multiple touch points before zeroing in on the final product …

The post A Beginner’s Guide to Channel Attribution Modeling in Marketing (using Markov Chains, with a case study in R) appeared first on Analytics Vidhya.

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