Shapley Value vs. Markov Model in marketing attribution

markov model vs shapley value marketing attribution


We take a look at the two data driven attribution models used in marketing.

  • Shapley value
  • Markov Model

Illustration of the Shapley Value by google:

Shapley Value marketing attribution



Markov Model:

Markov Model


The removal effect of the Markov attribution model:

removal effect of the markov attribution model


A real markov model with customer journeys:

markov model with customer journeys