Data-driven budget allocation of retail media by ad product, funnel metric, and brand size
Vivian Qin, Koen Pauwels, Bobby Zhou
| Year of publication: |
2024
|
|---|---|
| Authors: | Qin, Vivian ; Pauwels, Koen ; Zhou, Bobby |
| Subject: | Brand awareness | Brand building | Brand consideration | Brand revenue | Budget allocation | Digital advertising | Online retail | Retail media | Markenführung | Brand management | Einzelhandel | Retail trade | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenartikel | Brand | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Social Web | Social web | Online-Handel | Online retailing |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-024-00294-2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015137870