The integration of technology in business strategy increases the complexity of marketing
communications and urges the need for advanced marketing performance analytics. Rapid …

The dilemma of allocation of marketing budget to multi-channels is faced by the practitioners
and has remained an interesting area of research for the academia. This paper investigates …

One of the central challenges in online advertising is attribution, namely, assessing the
contribution of individual advertiser actions including emails, display ads and search ads to …

Synthetic data has made tremendous strides in various commercial settings including
finance, healthcare, and virtual reality. We present a broad overview of prototypical …

Digital marketing is a profitable business generating annual revenue over USD 200B and an
inter-annual growth over 20%. The definition of efficient marketing investment strategies …

Impact of direct traffic effect on online sales | Emerald Insight Books and journals Case studies
Expert Briefings Open Access Publish with us Advanced search Impact of direct traffic effect on …

Patrick Bormann untersucht anhand realer Daten eines Bildungsdienstleisters, inwiefern der
Klickpfad einer Affiliate-Marketingkampagne im Rahmen einer Mehrkanalstrategegie …

One of the problems facing online marketing in omni-channel environments is efficient
budget allocation to each channel. The complexity of this problem is greater in omni-channel …

Nowadays, many companies are using the gamification approach to promote their products
in digital marketing. A gamification marketing approach can only be more effective if the …

In a multi-channel marketing world, the purchase decision journey encounters many
interactions (eg, email, mobile notifications, display advertising, social media, and so on) …