Markov Chain Attribution Model

The Markov Chain Attribution Model is a way to understand how different marketing touchpoints—like ads, emails, or social media—contribute to a customer's decision to purchase. It looks at the sequence of interactions a customer has with various channels and models the probability that each one influences the final sale. By analyzing these pathways, the model can fairly distribute credit to each touchpoint based on its role in guiding the customer, helping marketers see which channels are most effective in the conversion process.