Abstract
AbstractIn this paper, we propose and analyse two game theoretic approaches to design attribution mechanisms for multi-channel marketing campaigns. Both approaches are based on a key performance index function that provides the benefit obtained in each of the observed paths to conversion. The first approach considers the problem as a cooperative transferable utility game, and the proposed attribution mechanisms are based on the Shapley value. The second approach models the problem as a bankruptcy problem and the proposed attribution mechanism is based on the constrained equal-losses rule. We also extend the above approaches to deal with the cases in which the position or the repetition of the channels on the paths to conversion are taken into account.
Funder
Ministerio de Ciencia, Innovación y Universidades
Ministerio de Ciencia e Innovación
Publisher
Springer Science and Business Media LLC
Subject
Management Science and Operations Research,General Decision Sciences