Attribution Models: Touch-based, Correlation and Regression, Shapley-based, and Randomized field experiments – KNIME Community Hub

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Attribution Models: Touch-based, Correlation and Regression, Shapley-based, and Randomized field experiments

Marketing Analytics Attribution Models Logistic Regression Linear Correlation Descriptive Statistics

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This workflow is based on the book chapter "Attribution Modelling" by de Haan (2022). It replicates the analysis of the book chapter using KNIME Analytics with R integration nodes. After a brief overview of the data with descriptive statistics, the workflow follows the aforementioned book chapter by running through again the different attribution models analyzed in this work, from the simplest ones (i.e. first channel attribution) to more complex models like the Shapley values-based attribution method. The workflow is then completed with an interactive dashboard reporting all the visualizations produced.

External resources

Attribution Modeling (Haan, 2022)

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