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Optimizing Online Marketing Efficiency By Analyzing the Mutual Influence of Online Marketing Channels with Respect to Different Devices

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Optimizing Online Marketing Efficiency By Analyzing the Mutual Influence of Online Marketing Channels with Respect to Different Devices

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Nass, O. (2019). Optimizing Online Marketing Efficiency By Analyzing the Mutual Influence of Online Marketing Channels with Respect to Different Devices [Tesis doctoral no publicada]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/122296

Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10251/122296

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Title: Optimizing Online Marketing Efficiency By Analyzing the Mutual Influence of Online Marketing Channels with Respect to Different Devices
Author:
Director(s): Albors Garrigós, José Gil Gómez, Hermenegildo Schoeneberg, Klaus-Peter
UPV Unit: Universitat Politècnica de València. Facultad de Administración y Dirección de Empresas - Facultat d'Administració i Direcció d'Empreses
Read date / Event date:
2019-05-06
Issued date:
Abstract:
[ES] ¿Cómo es la atribución en un entorno de omnicanal? Se puede determinar una distinción importante en contraste con la atribución en un entorno multicanal. Además de proporcionar el proceso de análisis de marketing, ...[+]


[CAT] Com és l'atribució en un entorn de omnicanal? Es pot determinar una distinció important en contrast amb l'atribució en un entorn multicanal. A més de proporcionar el procés d'anàlisi de màrqueting, una especificació ...[+]


[EN] What does attribution in an omni¿channel environment look like? A major distinction can be determined in contrast to attribution in a multi¿channel environment. Besides providing the Marketing Analytics Process, a ...[+]
Subjects: Practical requirements for omni¿channel attribution , Online advertising , Dynamic attribution , Dynamic attribution model , Budget allocation , Cross device cross platform attribution , Machine learning attribution , Omni-channel attribution modelling , Omni-channel marketing , Omni-channel attribution , Multi-touch attribution (MTA) , Data-driven attribution modelling , Real-world attribution
Copyrigths: Reserva de todos los derechos
DOI: 10.4995/Thesis/10251/122296
Type: Tesis doctoral

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