Toward a digital attribution model : measuring the impact of display advertising on online consumer behavior
Anindya Ghose, Vilma Todri-Adamopoulos
| Year of publication: |
December 2016
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|---|---|
| Authors: | Ghose, Anindya ; Todri-Adamopoulos, Vilma |
| Published in: |
Management information systems : mis quarterly. - Minneapolis, MN : Carlson School of Management, University of Minnesota, ISSN 0276-7783, ZDB-ID 405089-7. - Vol. 40.2016, 4, p. 889-910
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| Subject: | Online advertising | big data analytics | display advertising | advertising effectiveness | digital attribution | quasi-experiment | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Big Data | Big data | Werbung | Advertising | Online-Handel | Online retailing | Digitalisierung | Digitization |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011612498