Martinez, Luis Manuel da Silva Pereira FructuosoCordeiro, Ana Claudia Mendes2018-06-052021-01-202018-01-20http://hdl.handle.net/10362/38614In 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 suggestedengAttribution modelCustomer journeyOnline marketing channelsOnline advertisingmaster thesis201862964