Cannibalization: Effect of one channel over other




I have a scenario where I need to calculate the impact of channel on the other. So basically there are two channels throught which customer can spend n a retailer either through digital(Mobile/Web etc) or diretcly walking in to a store and spending money.
Over the years the hypothesis is that spend through digital channel has been on rise while the other channel is performing poorly. So I want to calculate or in other words quantify the impact cause by digital channel over other.Any help would be appreciated.


It can be done by looking at market mix variables in a regression equation for each channel and select channel which is close to s shaped curve /optimisation: use effects and market mix variables to build a complex linear regression model.


You can use marketing mix modeling , multilinear regression will help you in this problem.