I'm using Markov Chains to model a customers journey. My purpose is to attribute weights to channels, e.g. TV, FB, Billboards etc., for their relative importance.

For example, one arbitrary customer journey could be a customer transitioning from RADIO -> TV -> FB -> Billboards. Then these customer journeys can be grouped to calculate total no. of conversions and nulls.

I see results(Channel Attribution R libary) as total no. of conversions for each channel.

My question is whether I can modify the model in a way that I could get which customer ID's have been "converted" from which channel, or more than one channel. Thanks.


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