Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey

Wooff, D.A.; Anderson, J.M.

Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey

Wooff, D.A.; Anderson, J.M.

Authors

D.A. Wooff

J.M. Anderson

Abstract

In this paper we address statistical issues in attributing revenue to marketing channels. 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. We compare the revenue attributions suggested by the methods in this paper with several common attribution methods.