Attribution: Markov vs Shapley vs Rule-Based

Goal: compare attribution approaches. Data: multi-touch journeys (GA4 pathing + ad click logs). Steps: 1) Build rule-based (last/first/linear/time-decay); 2) Build Markov and Shapley using transition matrices; 3) Evaluate stability and business interpretability; 4) Recommend model per objective. Output: attribution comparison deck with channel reallocation.