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Effective Omni-Channel Marketing

Student: Trundova Olga

Supervisor: Sergey Alexandrovskiy

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Year of Graduation: 2018

The main goal is to evaluate the effectiveness of internet-cahnnels for the e-commerce company website. In this inversigation we comared various internet-channels attribution models using heuristic and probabilistic approaches. (Google Analytics, Markov chain). We used R programming language to implement the probabilistic Markov chain approach and to compare results. As a result of this research, the actual value of each Internet-channel was determined and a chain of priority multi-channel sequences was identified. Also, was proposed a predictive model of various journey users on the site to get targeted action and we recommended the appropriate budget for Internet -marketing of the company.

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