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Paul Newnes edited this page Jul 24, 2019
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This R package is a wrapper to the channelAttribution package.
The markovreport
function takes a data frame of clickstream data and produces a report using non-heuristic (Markov) and heuristic based attribution models.
You can extract clickstream data using a service such as Scitylana .
Pre-requisites are:
- The
source / medium
channel has been cleaned / consolidated into a new column. It's recommended you do this to prevent different iterations of the same source being counted separately. - There is a financial value assigned to each conversion in the column
M_transactionRevenue
. This could be automatically via Google Analytics goal or ecommerce tracking, or manually. If there is no value assigned then simply duplicate the conversions columns to a new column calledM_transactionRevenue
.
The format is:
markovreport(data, date_from, date_to, look_back, channels, goal_number)
markovreport(mydataframe, "2019-06-01", "2019-06-30", 30, "my_cleaned_source_variable", 1)
Parameters:
-
data
is the name of the clickstream data frame -
date_from
anddate_to
parameters specify the period for transactions -
look_back
is the window to consider visits before the specified transaction period -
channels
is the variable within the specified data frame that contains the cleaned source channel -
goal_number
is the Google Analytics goal number that represents a purchase