Attribution modeling in digital advertising: An empirical investigation of the impact of digital sales channels

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

MANAGEMENT SLANT

  • At each stage in a consumer's journey toward purchase, different online channels feature most prominently.
  • Existing credit-assignment methods, such as the last click, suffer from the problem of attribution— they do not take into account the impact of all those advertising formats that were visited by a consumer contemplating a purchase.

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