Nicolas & Ken, BlaBlaCar - Implementing a Markov Chains based Multi Touch Attribution Model 

Marketing attribution models are used to attribute conversions to marketing channels and hence monitor the performance of online marketing investments. Rules-based attribution models are frequently used in the industry with models such as ‘last interaction’, ‘first interaction’ or ‘position based’. They all follow a simple set of rules to perform the attribution, however the rules are set arbitrarily and may therefore be biased. At BlaBlaCar, we developed a data-driven Multi-Touch attribution model based on Markov chains. We will present the challenges that we have overcome from the idea to the roll-out and the impact on performance marketing of this project.