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)
LATEST RESEARCH
The mission of the JAR is to act as the research and development vehicle for professionals in all areas of marketing, including media, research, advertising, and communications.
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