Can anyone point me to an example, preferably SQL Server-generated of an Multi-Touch Attribution Analysis? For example...
For a given event, like product purchase,
Look at the past history of those customers that made a purchase, such as clicked on an email, clicked on a Facebook ad/Twitter tweet, page views, product searches, etc. All of these I'm currently sucking into a SQL database.
then look at the history of those customers that have not made a purchase,
and make inferences based on what events most lead to a purchase?
I've pulled off a couple of SSRS reports to the effect of 'for any given event (like Purchase), count all of the other events, and give counts/%ages'.
A writeup is here
. I pulled off the Cohort Analysis
in an earlier question with Brian Crowe's
SQL, now moving on to attribution.
I'm aware that Google Analytics has this capability, but my company's forking over 150 large isn't going to happen anytime soon.