Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment

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...

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Veröffentlicht in:	Journal of marketing research 2014-02, Vol.51 (1), p.40-56
Hauptverfasser:	LI, HONGSHUANG (ALICE), KANNAN, P.K.
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior Distribution channels Electronic commerce Estimating techniques Field study Marketing Mathematical models
Online-Zugang:	Volltext
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