Inferring marketing channel relevance in the customer journey to online purchase.
In this paper we address the problem of inferring marketing channel importance for the customer journey to online purchase, using sequential data analysis ideas. We suggest a method for inferring the relative value of channels using historical data. We propose metrics for source, intermediary, and destination channels based on two- and three-step transitions in fragments of the customer journey. We comment on the difficulties of formal hypothesis testing. We illustrate the ideas and computations using data from a major UK online retailer.