Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Fie...
Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment
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Publisher
Chicago: Sage Publications, Inc
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Language
English
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Publisher
Chicago: Sage Publications, Inc
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Contents
Technology enables a firm to produce a granular record of every touchpoint consumers make in their online purchase journey before they convert at the firm's website. However, firms still depend on aggregate measures to guide their marketing investments in multiple online channels (e.g., display, paid search, referral, e-mail). This article introduc...
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Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment
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TN_cdi_proquest_journals_1502745993
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_1502745993
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ISSN
0022-2437
E-ISSN
1547-7193
DOI
10.1509/jmr.13.0050
