Attribution models and the Cooperative Game Theory

Identifier:  PC:2881

Handle: https://hdl.handle.net/20.500.11797/PC2881

Authors:  Vilella, Cori; Cano Berlanga, Sebastian

Abstract:
The current paper studies the attribution model used by Google Analytics. Precisely, we use the Cooperative Game Theory to propose a fair distribution of the revenues among the considered channels, in order to facilitate the cooperation and to guarantee stability. We define a transferable utility convex cooperative game from the observed frequencies and we use the Shapley value to allocate the revenues among the di erent channels. Furthermore, we evaluate the impact of an advertising campaign on both, the whole system and each channel. Keywords: attribution model; Shapley value; on-line sales; Cooperative Game Theory