choose_order {ChannelAttributionPro}R Documentation

Choose order for Markov model.

Description

Find the minimum Markov Model order that gives a good representation of customers' behaviour for data considered. It requires paths that do not lead to conversion as input. Minimum order is found maximizing a penalized area under ROC curve.

Usage


choose_order(Data, var_path, var_conv, var_null, max_order=10, sep=">", 
             ncore=1, roc_npt=100, plot=TRUE, verbose=TRUE)

Arguments

Data

data.frame containing customer journeys.

var_path

column name of Data containing paths.

var_conv

column name of Data containing total conversions.

var_null

column name of Data containing total paths that do not lead to conversion.

max_order

maximum Markov Model order considered.

sep

separator between channels.

ncore

number of threads used in computation.

roc_npt

number of points used for approximating roc and auc.

plot

if TRUE, a plot with penalized auc with respect to order will be displayed.

verbose

if TRUE, additional information will be shown.

Value

An object of class List with the estimated roc, auc and penalized auc.

Author(s)

Davide Altomare (info@channelattribution.io).

Examples


## Not run: 

library(ChannelAttributionPro)

data(PathData) 

res=choose_order(Data, var_path="path", var_conv="total_conversions",
                 var_null="total_null")

#plot auc and penalized auc	   
	   
plot(res$auc$order,res$auc$auc,type="l",xlab="order",ylab="pauc",main="AUC")
lines(res$auc$order,res$auc$pauc,col="red")
legend("right", legend=c("auc","penalized auc"), 
       col=c("black","red"),lty=1)


## End(Not run)

[Package ChannelAttributionPro version 3.2.0 Index]