Function combine_mta_mmm lets to combine transaction-level attribution of a multi-touch model with channel-level attribution performed using a media-mix model, producing a new transaction-level attribution that combines both.
| PARAMETER | TYPE | DEFAULT | DESCRIPTION |
|---|
| mta_path_attribution | data.frame | | data.frame containing transaction-level MTA |
| mmm_attribution | data.frame | | data.frame containing global MMA |
| prior_weights_mta | data.frame | None | data.frame containing subjective relative weights for each channel. Each weight can reduce or increase the weight of MTA with respect to MMA for each channel,in the final combined attribution |
| max_steps | int | 100 | maximum number of iterations of the optimization process |
| conv_rate | str | 0.01 | convergence rate of the optimization process |
| verbose | bool | True | if True, additional information during the computation will be shown |
| OUTPUT | TYPE | DESCRIPTION |
|---|
| attribution | data.frame | path-level attribution |