A Beginner’s Guide to Channel Attribution Modeling in Marketing (using Markov Chains, with a case study in R) Introduction In a typical ‘from think to buy’ customer journey, a customer goes through multiple touch points before zeroing in on the final product to buy. This is even more prominent in the case of e-commerce sales. It is relatively easier to track which are the different touch points the customer has encountered before making the final purchase. Source: MarTech Today As marketing moves more and more towards the consumer driven side of things,...