Multichannel data-driven attribution models : a review and research agenda
Ben B. Beck, J. Andrew Petersen and Rajkumar Venkatesan
| Year of publication: |
2021
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|---|---|
| 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
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| Subject: | Attribution modeling | multichannel marketing attribution | digital attribution | online attribution | offline attribution | clickstream data | Konsumentenverhalten | Consumer behaviour | Online-Handel | Online retailing | Vertriebsweg | Distribution channel | Electronic Commerce | E-commerce | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.1108/S1548-643520210000018007 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012654061