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

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 Platform and the nodes of the R integration. After a brief overview of the data with descriptive statistics, the workflow follows the aforementioned book chapter by implementing different attribution models: 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.

Note: In order to correctly execute the workflow it is required to install R on your local machine.

External resources

• Attribution Modeling (Haan, 2022)