The marketattribution action performs market analysis by using market attribution models. These models help in understanding the effectiveness of different marketing channels in driving conversions or other desired outcomes. By analyzing the sequence of channels a user interacts with before a conversion, it attributes value to each channel, providing insights into which channels are most influential. This allows for better allocation of marketing resources.
| Parameter | Description |
|---|---|
| channel | Specifies the channel variable in the model. |
| halflife | Specifies the half-life parameter of the time-decay model. |
| nchannel | Specifies the number of channels in the model. |
| outcontribution | Writes the contribution results to an output data table. |
| outputTables | Specifies the list of display tables that you want to output as CAS tables. If you omit this parameter, no tables are output as CAS tables. |
| outremoval | Writes the removal effect results to an output data table. |
| outtpm | Writes the transition probability matrix to an output data table. |
| section | Identifies the section of each observation. |
| table | Specifies the input data table. |
| time | Identifies the temporal or sequential order of each observation. |