Objective
Today, digital marketing has become one of the key elements for the success of many companies. It is a department in which a lot of money is invested and which facilitates the work of the job of attracting customers to companies. Thanks to technology, we have many ways to communicate with our clients and show them our product. Each of these channels influences the consumer in a different way. Attribution models help us to identify the the weight of each channel in a customer’s purchase of our product.
The main objective is to create a model that fits company’s needs. The model will be able to distribute the budget among the different channels according to the importance of each channel in the purchase or conversion.
The approach chosen to solve this problem is the AHP multi-criteria decision method. AHP is a multi-criteria decision model based on a hierarchical structure and pairwise comparison.
The result of this process was the development of an application in R Shiny to teach the AHP model to the company’s employees and to show them all the possibilities offered by the model. the possibilities offered by the model.
FINAL DEGREE PROJECT OF:
DAVID PALOMERO