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

source: https://support.google.com/analytics/answer/3191594?hl=en

 

Markov Model:

 

The removal effect of the markov attribution model:

 

A real markov model with customer journeys: