英文标题：
《Some game theoretic marketing attribution models》
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作者：
Elisenda Molina, Juan Tejada and Tom Weiss
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最新提交年份：
2020
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分类信息：

一级分类：Economics 经济学
二级分类：Theoretical Economics 理论经济学
分类描述：Includes theoretical contributions to Contract Theory, Decision Theory, Game Theory, General Equilibrium, Growth, Learning and Evolution, Macroeconomics, Market and Mechanism Design, and Social Choice.
包括对契约理论、决策理论、博弈论、一般均衡、增长、学习与进化、宏观经济学、市场与机制设计、社会选择的理论贡献。
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一级分类：Mathematics 数学
二级分类：Optimization and Control 优化与控制
分类描述：Operations research, linear programming, control theory, systems theory, optimal control, game theory
运筹学，线性规划，控制论，系统论，最优控制，博弈论
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英文摘要：
In this paper, we propose and analyse two game theoretical models useful to design marketing channels attribution mechanisms based on cooperative TU games and bankruptcy problems, respectively. First, we analyse the Sum Game, a coalitional game introduced by Morales (2016). We extend the ideas introduced in Zhao et al. (2018) and Cano-Berlanga et al. (2017) to the case in which the order and the repetition of channels on the paths to conversion are taken into account. In all studied cases, the Shapley value is proposed as the attribution mechanism. Second, a bankruptcy problem approach is proposed, and a similar analysis is developed relying on the Constrained Equal Loss (CEL) and Proportional (PROP) rules as attribution mechanisms. In particular, it is relevant to note that the class of attribution bankruptcy problems is a proper subclass of bankruptcy problems.
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