Attribution modelling in an omni-channel environment : new requirements and specifications from a practical perspective
Year of publication: |
2020
|
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Authors: | Nass, Ole ; Garrigos, José Albors ; Gomez, Hermenegildo Gil ; Schoeneberg, Klaus-Peter |
Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1033, ZDB-ID 2251608-6. - Vol. 11.2020, 1, p. 81-111
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Subject: | omni-channel attribution | practical requirements for omni-channel attribution | online advertising | dynamic attribution | dynamic attribution model | omni-channel attribution modelling | multi-touch attribution | MTA | budget allocation | data-driven attribution modelling | real-world attribution |
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