Post by account_disabled on Feb 20, 2024 7:23:47 GMT
The remembering about another priceless currency - time. Choosing a service such as fulfillment will allow us to focus on those areas of our business where our attention is necessary and irreplaceable. Data-driven attribution models analyze conversion paths and, on this basis, try to determine interactions to leading to conversion, thus freeing us from the need to make arbitrary decisions in this regard. The Shapley value is a feature often used by data-driven attribution algorithms, so it's worth learning more about it. The Shapley value is a game theory concept created in by the American mathematician Lloyd Shapley.
It determines the method of dividing the profit among the participants of a cooperative game, i. e. one in which players can form coalitions to obtain a specific result. The Shapley value determines how much total India Part Time Job Seekers Phone Number List profit a given player should expect, given his average contribution in any coalition. If we treat marketing as a game in which various marketing channels participate, jointly producing a result in the form of conversions, then the Shapley value could be used to assign values to these channels. Especially since the Shapley value has certain properties that fit well into the concept of attribution modeling.
The sum of the Shapley values for all players must equal the total score From the point of view of attribution modeling, this is a basic condition conversions assigned to individual channels must add up to the total number of all recorded conversions. Symmetry Players who play exactly the same role in the game from an outcome perspective will have identical Shapley values. This is an intuitive requirement for fair distribution of the result and proper attribution modeling. Zero value for a non-essential player A player who contributes nothing to any coalition will have a Shapley value of zero. In other words, we will not assign any value to worthless channels that do not increase conversions.
It determines the method of dividing the profit among the participants of a cooperative game, i. e. one in which players can form coalitions to obtain a specific result. The Shapley value determines how much total India Part Time Job Seekers Phone Number List profit a given player should expect, given his average contribution in any coalition. If we treat marketing as a game in which various marketing channels participate, jointly producing a result in the form of conversions, then the Shapley value could be used to assign values to these channels. Especially since the Shapley value has certain properties that fit well into the concept of attribution modeling.
The sum of the Shapley values for all players must equal the total score From the point of view of attribution modeling, this is a basic condition conversions assigned to individual channels must add up to the total number of all recorded conversions. Symmetry Players who play exactly the same role in the game from an outcome perspective will have identical Shapley values. This is an intuitive requirement for fair distribution of the result and proper attribution modeling. Zero value for a non-essential player A player who contributes nothing to any coalition will have a Shapley value of zero. In other words, we will not assign any value to worthless channels that do not increase conversions.
