RT Journal Article
SR Electronic
T1 Attribution Modeling In Digital Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2017-055
DO 10.2501/JAR-2017-055
A1 Tahir M. Nisar
A1 Man Yeung
YR 2017
UL http://www.journalofadvertisingresearch.com/content/early/2017/11/29/JAR-2017-055.abstract
AB Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail. By exposing consumers to advertisement impressions, these channels help consumers make purchase decisions or sign up to an advertised service (Fulgoni, 2016; Yang and Ghose, 2010). To gauge the effectiveness of such advertising campaigns, one must know which media channels or advertising formats have contributed to a purchase conversion. This process is known as attribution. A better understanding of attribution, or assigning conversion credit to the various relevant channels, can serve a number of research and industry purposes. Marketing managers may use such attribution models to interpret the influence of advertisements on consumer behavior and to optimize their advertising campaigns.