DIGITAL ATTRIBUTION
In a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to have an impact on consumer choice.
- How Limited Data Access Constrains Marketing-Mix Analytical Efforts Gian M. Fulgoni
- Why Companies Risk Losing Customers by Not Reciprocating on Shared DataNatasha Hritzuk (Turner)
- Attribution Modeling in Digital AdvertisingTahir M. Nisar (University of Southampton), and Man Yeung (Digital Lab)
- Coalition Game Theory in Attribution ModelingSeyed Hanif Mahboobi (Amazon Web Services), Mericcan Usta (GroupM), and Saeed R. Bagheri (Amazon Advertising)
Featured Articles
-
September 05, 2017
-
February 24, 2017
-
June 06, 2017
-
March 07, 2017
-
October 27, 2016
-
November 23, 2016
-
December 05, 2016