Coalition game theory in attribution modeling: Measuring what matters at scale

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).
Mahboobi, Usta and Bagheri

MANAGEMENT SLANT

  • Researchers can approximate Shapley-value AM to “degrees of order” to reduce computational cost. The first few orders often suffice in capturing model behavior.
  • If a high

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