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Title:
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Attribution models and the Cooperative Game Theory
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Author:
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Cano Berlanga, Sebastian; Vilella, Cori
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Other authors:
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Universitat Rovira i Virgili. Departament d'Economia; Giménez Gómez, José M. (José Manuel) |
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Abstract:
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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 |
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Publication date:
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2017 |
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Subject (UDC):
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33 - Economia |
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Subject(s):
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Jocs cooperatius |
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Rights:
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L'accés als continguts d'aquest document queda condicionat a l'acceptació de les condicions d'ús establertes per la següent llicència Creative Commons: http://creativecommons.org/licenses/by-nc-nd/4.0/ |
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Pages:
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20 p. |
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Document type:
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Working Paper |
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Published by:
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Universitat Rovira i Virgili. Centre de Recerca en Economia Industrial i Economia Pública
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Collection:
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Documents de treball del Departament d'Economia;2017-02
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