[D] attribution models
Suppose I have the following data:
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!