Evaluation of the Effectiveness of Online Multichannel Marketing Tools: the Case of Microfinance Company

Nowadays Internet users purchase online with increasing frequency. To benefit from this, firms invest in Internet advertising, which helps to promote their products and services in the Internet and to initiate repeat purchases. To communicate with the client, firms use several different Internet marketing tools (channels), such as email, context, social networks, etc., but this leads to an increase in the marketing budget, and also leads to a more complex analysis of the effectiveness of channels. In this paper, we use the attribution model based on the first- and higher-order Markov walks to evaluate the effectiveness of the channels. The novelty of the work is the calculation of the channel's profitability using the attribution model, as well as the division of the customer journeys into the first and repeated ones. This study represents recommendations for the microfinance company on marketing budgets allocation based on the results of attribution model.