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[D] attribution models

Hello,

Suppose I have the following data:

—A——–A——B——C—B———-A———–X

–B-A—-B——A——C—C—–B—X

A, B, and C represent different contacts or touch points between the firm and the customer. X is the desired event for the customer (for example, a purchase). The —— represents the time in between events.

What kind of attribution models can I build to understand the relationship between A, B, C, and X?

I can create variables based on the recency and frequency of A, B, and C. What else can I do?

I read somewhere that neural network (maybe recurrent neural network) can handle non-tabular data a lot better. Can I treat those sequences of events and their timing as non-tabular data and utilize them?

Please educate me or provide pointers. Thanks!

submitted by /u/sonicking12
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