Search Results - subject:"Attribution Modeling"

Multilevel marketing : optimizing marketing effectiveness for high-involvement goods in the automotive industry

Niemand, Thomas; Kraus, Sascha; Mather, Sophia; … - In: International entrepreneurship and management journal 16 (2020) 4, pp. 1367-1392

Persistent link: https://www.econbiz.de/10012310738

Agile Marketing Performance Management : 10 Success Factors for Maximizing Marketing ROI Dynamically

Stürze, Sascha; Hoyer, Markus; Righetti, Claudio; … - 2022

1. Introduction -- 2. 1 Optimised budget allocation in marketing “beyond media” -- 3. Quantitative consideration of the long-term effect of marketing measures -- 4. It's all about striking the right balance: Image vs. performance marketing -- 5. Campaign tracking and successful marketing...

Persistent link: https://www.econbiz.de/10013418871

Agiles Marketing Performance Management : 10 Erfolgsfaktoren für eine dynamische Optimierung des Marketing-ROI in der Praxis

Stürze, Sascha; Hoyer, Markus; Righetti, Claudio; … - 2021

Optimierte Budgetallokation im Marketing "beyond media" -- Quantitative Berücksichtigung der Langzeitwirkung von Marketingmaßnahmen -- Auf die richtige Balance kommt es an: Image- vs. Performance-Marketing -- Exkurs I: Was passiert beim Abschalten aller Werbung, zum Beispiel in einer...

Persistent link: https://www.econbiz.de/10012694987

Agiles Marketing Performance Management : 10 Erfolgsfaktoren für eine dynamische Optimierung des Marketing-ROI in der Praxis

Stürze, Sascha; Hoyer, Markus; Righetti, Claudio; … - 2021

Persistent link: https://www.econbiz.de/10012548103

Multichannel data-driven attribution models : a review and research agenda

Beck, Ben B.; Petersen, J. Andrew; Venkatesan, Rajkumar - In: Marketing accountability for marketing and …, (pp. 153-189). 2021

Persistent link: https://www.econbiz.de/10012654061

Revenue-based attribution modeling for online advertising

Zhao, Kaifeng; Mahboobi, Seyed Hanif; Bagheri, Saeed R. - In: International journal of market research 61 (2019) 2, pp. 195-209

Persistent link: https://www.econbiz.de/10012172172

Are you still online or are you already mobile? : predicting the path to successful conversions across different devices

Kaatz, Christopher; Brock, Christian; Figura, Lilli - In: Journal of retailing and consumer services 50 (2019), pp. 10-21

Persistent link: https://www.econbiz.de/10012114109

Delusion in attribution : caveats in using attribution for multimedia budget allocation

Danaher, Peter J.; Heerde, Harald J. van - In: Journal of marketing research : JMR 55 (2018) 5, pp. 667-685

Persistent link: https://www.econbiz.de/10011957967

Multi-click attribution in sponsored search advertising : an empirical study in hospitality industry

Anderson, Chris K.; Cheng, Ming - In: Cornell hospitality quarterly : CQ 58 (2017) 3, pp. 253-262

Persistent link: https://www.econbiz.de/10011736828

The path to purchase and attribution modeling : introduction to special section

Kannan, P. K.; Reinartz, Werner J.; Verhoef, Peter C. - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 449-456

Persistent link: https://www.econbiz.de/10011596849