What is Shapley value in SAP CEC-MKT-CAT - Customer Attribution?

SAP Term: Shapley value

• Component: CEC-MKT-CAT

• Component Name: Customer Attribution

• Description: A game theory concept in which a fair value is allocated to players in a collaborative game, considering all possible orders and variations of players.

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• Key Concepts: 
  Shapley value is a concept used in the CEC-MKT-CAT Customer Attribution component of SAP software. It is a mathematical formula used to calculate the contribution of each customer to the overall success of a marketing campaign. It takes into account the individual customer's influence on the overall outcome, as well as the influence of other customers. 
  
  How to use it: 
  The Shapley value can be used to measure the effectiveness of a marketing campaign by assigning a numerical value to each customer's contribution. This value can then be used to compare different campaigns and determine which one was most successful. Additionally, it can be used to identify which customers had the most influence on the success of a campaign and target them for future campaigns. 
  
  Tips & Tricks: 
  When using Shapley values, it is important to remember that they are based on assumptions and may not always accurately reflect the true contribution of each customer. Additionally, it is important to consider other factors such as customer loyalty and engagement when evaluating the success of a campaign. 
  
  Related Information: 
  The Shapley value is closely related to other concepts such as attribution modeling and customer lifetime value (CLV). Attribution modeling is used to identify which channels are most effective in driving conversions, while CLV is used to measure the long-term value of a customer. Both of these concepts can be used in conjunction with Shapley values to gain a better understanding of customer behavior and optimize marketing campaigns.