Multichannel data-driven attribution models : a review and research agenda
Year of publication: |
2021
|
---|---|
Authors: | Beck, Ben B. ; Petersen, J. Andrew ; Venkatesan, Rajkumar |
Published in: |
Marketing accountability for marketing and non-marketing outcomes. - Bingley, UK : Emerald Publishing, ISBN 978-1-83867-564-6. - 2021, p. 153-189
|
Subject: | Attribution modeling | multichannel marketing attribution | digital attribution | online attribution | offline attribution | clickstream data | Konsumentenverhalten | Consumer behaviour | Vertriebsweg | Distribution channel |
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