Analysis of Advertising Channel Value Evaluation Methods Using Cross-Channel Communication in Online Shop

Since the advent of new types of digital advertising, users visit online shop through various advertising channels. Some purchase are made straightaway on the first session, but very often users make their decision afterwards. So in that case the main objective is to evaluate the contribution of the of the each adv channels to work out the one which provided the link to the shop and impelled a user to buy. An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. Most of digital marketing specialists use attribution "Last click" which is when 100% conversion value are assigned to the latest channel in a chain. This model has a significant drawback, because it ignores all the other channels in the chain. So the purpose of this work is to research of alternative attribution models and the development of the algorithm for determining the more applicable model to online shop. The one of the most important point in the research is that the attribution is considered as a method of advertising budget cost optimization.