Bridging marketing theory and big data analytics: The taxonomy of marketing attribution
The integration of technology in business strategy increases the complexity of marketing
communications and urges the need for advanced marketing performance analytics. Rapid …
communications and urges the need for advanced marketing performance analytics. Rapid …
Display advertising with real-time bidding (RTB) and behavioural targeting
The most significant progress in recent years in online display advertising is what is known
as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates …
as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates …
Beyond the last touch: Attribution in online advertising
R Berman - Marketing Science, 2018 - pubsonline.informs.org
Online advertisers often utilize multiple publishers to deliver ads to multihoming consumers.
These ads often generate externalities and their exposure is uncertain, impacting …
These ads often generate externalities and their exposure is uncertain, impacting …
[图书][B] Optimization of operational decisions in digital advertising: A literature review
The digital advertising industry has witnessed an impressive explosion since its inception.
With Internet advertising revenues already at over $200 billion, the projections are for …
With Internet advertising revenues already at over $200 billion, the projections are for …
Learning multi-touch conversion attribution with dual-attention mechanisms for online advertising
In online advertising, the Internet users may be exposed to a sequence of different ad
campaigns, ie, display ads, search, or referrals from multiple channels, before led up to any …
campaigns, ie, display ads, search, or referrals from multiple channels, before led up to any …
Digital marketing attribution: Understanding the user path
J Romero Leguina, Á Cuevas Rumín, R Cuevas Rumín - Electronics, 2020 - mdpi.com
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 …
inter-annual growth over 20%. The definition of efficient marketing investment strategies …
Impact of direct traffic effect on online sales
L Kakalejčík, J Bucko, J Danko - Journal of Research in Interactive …, 2020 - emerald.com
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 …
Expert Briefings Open Access Publish with us Advanced search Impact of direct traffic effect on …
Effective audience extension in online advertising
In digital advertising, advertisers want to reach the right audience over media channels such
as display, mobile, video, or social at the appropriate cost. The right audience for an …
as display, mobile, video, or social at the appropriate cost. The right audience for an …
[PDF][PDF] Multichannel marketing attribution using Markov chains
L Kakalejčík, J Bucko, PA Resende… - Journal of Applied …, 2018 - researchgate.net
The objective of this paper is to analyze the data of a selected company using Markov
chains. The data about online customer journeys were analyzed. The authors found that …
chains. The data about online customer journeys were analyzed. The authors found that …
Conversion attribution: what is missed by the advertising industry? the opec model and its consequencesfor media mix modeling
A Zaremba - Journal of Marketing and Consumer Behaviour in …, 2020 - ceeol.com
Marketers are currently focused on proper budget allocation to maximize ROI from online
advertising. They use conversion attribution models assessing the impact of specifi c media …
advertising. They use conversion attribution models assessing the impact of specifi c media …