Dataset Used: ATTRIBUTED-DATA-STUDENT.xlsx' .

Data Description: Major retailer has secured data on the purchase paths of its new and returning customers. The client is interested in understanding more about the effectiveness of individual marketing channels wants to analyze attribution data to inform marketing investment decisions. The retailer is aware of different attribution models and wants to examine the variability in decision outcomes due to the model utilized recognizing that some models are superior. Purpose: Understand how to utilize attribution data to interpret how each marketing channel supports the conversion funnel and how to subsequently make marketing investment decisions.

Deliverable: A power-point presentation that addresses the retailer's decision problem. Instead of an "executive summary," prepare a "Dashboard" with key insights that logically points to decision options.

Specific SPSS/Excel Procedures Used: Descriptives, Examine, Transform, Split-File, Pivot tables, Lookup Tables, If commands, etc. Key issues to be included in the analysis as follows. You may include additional analysis to develop a more insightful DASHBOARD. Interpret each analysis you include.

1. Develop descriptive data about patterns in the data such as: (a) marketing channels commonly used by new/returning customers, (b) average order revenue by new/returning customers, and (c) purchase path lengths by new/returning customers.

2. Compare the orders and revenue generated by different marketing channels under different attribution models (i.e., First Click, Last Click, Position, and Time Decay). The weights for different models are in the "LOOK_UP" tab. Evaluate channels also by computing revenue/order.

3. Marketing investment by channel is provided in the "INVESTMENT" tab. Using these investments as "costs," what is the return for each channel based on revenue generated.

4. Estimate purchase latency for new and returning customers. What metric would be appropriate for representing latency in the DASHBOARD