... Despite the widespread and ongoing practice of many advertisers to apply comparatively simple heuristics (e.g., last click attribution), such that the value is attributed solely to the marketing channel directly preceding the conversion (The CMO Club, & Visual IQ, Inc, 2014), this challenge of attributing credit to different channels (Neslin & Shankar, 2009) has recently begun to receive increased attention in academia and practice alike (Berman, 2015). Academics have proposed a variety of substantiated analytical attribution frameworks, including logistic regression models (Shao & Li, 2011), game theory-based approaches (Berman, 2015;Dalessandro, Perlich, Stitelman, & Provost, 2012), Bayesian models (Li & Kannan, 2014), mutually exciting point process models (Xu, Duan, & Whinston, 2014), VAR models (Kireyev, Pauwels, & Gupta, 2016), and hidden Markov models (Abhishek, Fader, & Hosanagar, 2015). Furthermore, several industry players such as Adometry (Google), Convertro (AOL), or VisualIQ have introduced a range of attribution methodologies (Moffett, 2014). ...