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The attribution problem: an analysis for a focal company
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.16 MB | Adobe PDF |
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Resumo(s)
In today’s digital world, companies use a multitude of online marketing channels to
communicate with potential consumers. The online customer journey is also more complex
than it has ever been. Consequently, firms face an attribution problem: how to allocate the
credit of a conversion to the consumers’ touchpoints with the brand? Focusing on a focal
company, by studying user’s characteristics, analyzing the online customer journey and
exploring the results given by different attribution models, it was discovered that the customer
journey for this firm was both short in terms of length and time. As the main output, the
present work appoints an attribution model as the one best reflecting the customer journey and
the focal firm’s advertising goals - the Position Based model. The implications of a switch in
attribution model are many fold and means to improve budget allocation were suggested
Descrição
Palavras-chave
Attribution model Customer journey Online marketing channels Online advertising