Discrete-Time Markov Chains — Identifying Winning Customer Journeys in a Cashback Campaign
Last Updated on August 29, 2023 by Editorial Team
Author(s): Abhijeet Talaulikar
Originally published on Towards AI.
Modeling customer interactions in a digital campaign as discrete-time Markov Chains
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Measurement and attribution are a widely discussed topic within the data science community. And just as we were making scientific progress in the practice, there were disruptions from policies that threatened to discontinue cookies and tracking. In recent times, a forgotten modeling technique called Marketing Mix Modeling (MMM) has regained traction. It works across all digital and offline channels with reasonable accuracy. However, when it comes to digital-only campaigns where cookies aren’t used, there is a superior technique you can apply. We will discuss that in this article… Read the full blog for free on Medium.
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