Hierarchical model decomposes pure and global causal lifts in overlapping customer journeys via multiplicative factors and Monte Carlo estimation on 3M users, finding larger pure lifts and modest positive synergies.
Mapping the customer journey: Lessons learned from graph-based online attribution modeling.International journal of research in marketing, 33(3):457–474, 2016
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Hierarchical Causal Uplift Modeling in Overlapping Customer Journeys
Hierarchical model decomposes pure and global causal lifts in overlapping customer journeys via multiplicative factors and Monte Carlo estimation on 3M users, finding larger pure lifts and modest positive synergies.