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ATTRIBUTING CONVERSIONS IN A MULTICHANNEL ONLINE MARKETING ENVIRONMENT: AN EMPIRICAL MODEL AND A FELD EXPERIMENT

LI, HONGSHUANG (ALICE) : KANNAN, P.K.

ATTRIBUTING CONVERSIONS IN A MULTICHANNEL ONLINE MARKETING ENVIRONMENT: AN EMPIRICAL MODEL AND A FELD EXPERIMENT LI, HONGSHUANG (ALICE) - CHICAGO AMERICAN MARKETING ASSOCIATION FEBRUARY 2014 - 40-56 PAPER

Subjects--Topical Terms:
ATTRIBUTION MODELING, MULTICHANNEL MARKETING, PURCHASE FUNNEL, ONLINE ADVERTISING, TOUCHPOINT MANAGEMENT

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ATTRIBUTING CONVERSIONS IN A MULTICHANNEL ONLINE MARKETING ENVIRONMENT: AN EMPIRICAL MODEL AND A FELD EXPERIMENT