We will review another fascinating approach that marries heuristic and probabilistic methods. We will link marketing channels with a probability of a customer passing through each step of a Sales Funnel

Even though the concept of the first-order Markov chains is pretty simple, you can face other issues and challenges when implementing the approach in practice. We will review some of them

Using Markov chains allow us to switch from Google Analytics heuristic models to probabilistic ones. By computing the model and estimating transition probabilities we can attribute every channel/touchpoint