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Attribution modelling in an omni-channel environment - new requirements and specifications from a practical perspective

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Attribution modelling in an omni-channel environment - new requirements and specifications from a practical perspective

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Nass, O.; Albors Garrigós, J.; Gil Gómez, H.; Schoeneberg, K. (2020). Attribution modelling in an omni-channel environment - new requirements and specifications from a practical perspective. International Journal of Electronic Marketing and Retailing (Online). 11(1):81-111. https://doi.org/10.1504/IJEMR.2020.106432

Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10251/171328

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Title: Attribution modelling in an omni-channel environment - new requirements and specifications from a practical perspective
Author: Nass, Ole Albors Garrigós, José Gil Gómez, Hermenegildo Schoeneberg, Klaus-Peter
UPV Unit: Universitat Politècnica de València. Departamento de Organización de Empresas - Departament d'Organització d'Empreses
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Abstract:
[EN] How much am I, the customer, currently worth to a company? The answer to this question is very important for the marketing team but difficult to obtain. In an omni-channel environment, the degree of complexity for ...[+]
Subjects: 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
Copyrigths: Cerrado
Source:
International Journal of Electronic Marketing and Retailing (Online). (eissn: 1741-1033 )
DOI: 10.1504/IJEMR.2020.106432
Publisher:
Inderscience Publishers
Publisher version: https://doi.org/10.1504/IJEMR.2020.106432
Type: Artículo

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