The Markov chain is a process that allows you to calculate and model the probability that one marketing impact has to lead to another, regardless of its type, and so on until the generation of a sale. In particular, it allows for the calculation of an index called the removal effect for each channel or support: the greater the removal effect, the lower the probability that the Markov chain will end with a sale without that channel. In other words, this process allows us to highlight, based on a marketing history, which channels are most important in generating a sale.
