Omnichannel path to purchase : Viability of Bayesian Network as Market Attribution Models

Sammanfattning: Market attribution is the problem of interpreting the influence of advertisements onthe user’s decision process. Market attribution is a hard problem, and it happens to be asignificant reason for Google’s revenue. There are broadly two types of attribution models- data-driven and heuristics.This thesis focuses on the data driven attribution modeland explores the viability of using Bayesian Network as market attribution models andbenchmarks the performance against a logistic regression. The data used in this thesiswas prepossessed using undersampling technique. Furthermore, multiple techniques andalgorithms to learn and train Bayesian Network are explored and evaluated.For the given dataset, it was found that Bayesian Network can be used for market at-tribution modeling and that its performance is better than the baseline logistic model. Keywords: Market Attribution Model, Bayesian Network, Logistic Regression.