Deep Neural Net with Attention for Multi-channel Multi-touch Attribution

Understand

Customers are usually exposed to online digital advertisement channels, such as email marketing, display advertising, paid search engine marketing, along their way to purchase or subscribe products( aka.

• conversion).
• The marketers track all the customer journey data and try to measure the effectiveness of each advertising channel.
• The inference about the influence of each channel plays an important role in budget allocation and inventory pricing decisions.