Channel attribution modelling using clickstream data from an online store

Sammanfattning: In marketing, behaviour of users is analysed in order to discover which channels (for instance TV, Social media etc.) are important for increasing the user’s intention to buy a product. The search for better channel attribution models than the common last-click model is of major concern for the industry of marketing. In this thesis, a probabilistic model for channel attribution has been developed, and this model is demonstrated to be more data-driven than the conventional last- click model. The modelling includes an attempt to include the time aspect in the modelling which have not been done in previous research. Our model is based on studying different sequence length and computing conditional probabilities of conversion by using logistic regression models. A clickstream dataset from an online store was analysed using the proposed model. This thesis has revealed proof of that the last-click model is not optimal for conducting these kinds of analyses.