Revenue-based Attribution Modeling for Online Advertising

This paper examines and proposes several attribution modeling methods that quantify how revenue should be attributed to online advertising inputs. We adopt and further develop relative importance method, which is based on regression models that have been extensively studied and utilized to investiga...

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Veröffentlicht in:	arXiv.org 2017-10
Hauptverfasser:	Zhao, Kaifeng, Mahboobi, Seyed Hanif, Bagheri, Saeed
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Computer simulation Decomposition reactions Modelling Online advertising Regression analysis Regression models Revenue Weight analysis
Online-Zugang:	Volltext
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