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Attribution models and the Cooperative Game Theory

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  • Cano Berlanga, Sebastian
  • Vilella, Cori

Abstract

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

Suggested Citation

  • Cano Berlanga, Sebastian & Vilella, Cori, 2017. "Attribution models and the Cooperative Game Theory," Working Papers 2072/290758, Universitat Rovira i Virgili, Department of Economics.
    • Handle: RePEc:urv:wpaper:2072/290758
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    File URL: http://hdl.handle.net/2072/290758
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    References listed on IDEAS

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    1. Akio Matsumoto & Ferenc Szidarovszky, 2016. "Game Theory and Its Applications," Springer Books, Springer, edition 1, number 978-4-431-54786-0, June.
    2. Berry, Steven & Levinsohn, James & Pakes, Ariel, 1995. "Automobile Prices in Market Equilibrium," Econometrica, Econometric Society, vol. 63(4), pages 841-890, July.
    3. Bollerslev, Tim, 1987. "A Conditionally Heteroskedastic Time Series Model for Speculative Prices and Rates of Return," The Review of Economics and Statistics, MIT Press, vol. 69(3), pages 542-547, August.
    4. Engle, Robert F, 1982. "Autoregressive Conditional Heteroscedasticity with Estimates of the Variance of United Kingdom Inflation," Econometrica, Econometric Society, vol. 50(4), pages 987-1007, July.
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    Cited by:

    1. Elisenda Molina & Juan Tejada & Tom Weiss, 2020. "Some game theoretic marketing attribution models," Papers 2012.00812, arXiv.org.

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    Keywords

    Jocs cooperatius; 33 - Economia;

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