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Conserve revenue per conversion in attribution examples

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Signed-off-by: Rudy Celekli <47457359+rudycelekli@users.noreply.github.com>
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Rudy Celekli
2026-10-03 01:03:29 -04:00
parent d3f71c4bb8
commit 06a1ff3424
1 changed files with 18 additions and 12 deletions
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support/support-analytics-reporter.md
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@@ -164,25 +164,31 @@ def generate_customer_insights(rfm_df):
// Marketing Attribution and ROI Analysis
const marketingDashboard = {
// Multi-touch attribution model
// conversions.conversion_id and marketing_touchpoints.touchpoint_id are unique IDs.
// Each conversion has its own journey; two touches split revenue equally.
attributionAnalysis: `
WITH customer_touchpoints AS (
SELECT
customer_id,
channel,
campaign,
touchpoint_date,
conversion_date,
revenue,
ROW_NUMBER() OVER (PARTITION BY customer_id ORDER BY touchpoint_date) as touch_sequence,
COUNT(*) OVER (PARTITION BY customer_id) as total_touches
c.conversion_id,
mt.customer_id,
mt.channel,
mt.campaign,
mt.touchpoint_date,
c.conversion_date,
c.revenue,
ROW_NUMBER() OVER (
PARTITION BY c.conversion_id ORDER BY mt.touchpoint_date, mt.touchpoint_id
) as touch_sequence,
COUNT(*) OVER (PARTITION BY c.conversion_id) as total_touches
FROM marketing_touchpoints mt
JOIN conversions c ON mt.customer_id = c.customer_id
WHERE touchpoint_date <= conversion_date
WHERE mt.touchpoint_date <= c.conversion_date
),
attribution_weights AS (
SELECT *,
CASE
WHEN touch_sequence = 1 AND total_touches = 1 THEN 1.0 -- Single touch
WHEN total_touches = 1 THEN 1.0 -- Single touch
WHEN total_touches = 2 THEN 0.5 -- Two-touch journey
WHEN touch_sequence = 1 THEN 0.4 -- First touch
WHEN touch_sequence = total_touches THEN 0.4 -- Last touch
ELSE 0.2 / (total_touches - 2) -- Middle touches
@@ -193,8 +199,8 @@ const marketingDashboard = {
channel,
campaign,
SUM(revenue * attribution_weight) as attributed_revenue,
COUNT(DISTINCT customer_id) as attributed_conversions,
SUM(revenue * attribution_weight) / COUNT(DISTINCT customer_id) as revenue_per_conversion
COUNT(DISTINCT conversion_id) as attributed_conversions,
SUM(revenue * attribution_weight) / COUNT(DISTINCT conversion_id) as revenue_per_conversion
FROM attribution_weights
GROUP BY channel, campaign
ORDER BY attributed_revenue DESC;