Digital Marketing Attribution: Understanding the User Path

Digital Marketing Attribution: Understanding the User Path

Digital marketing is a profitable business generating annual revenue over USD 200B and an inter-annual growth over 20%. The definition of efficient marketing investment strategies across different types of channels and campaigns is a key task in digital marketing. Attribution models are an instrumen...

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Bibliographic Details
Main Authors: Jesús Romero Leguina, Ángel Cuevas Rumín, Rubén Cuevas Rumín
Format: Article
Language:English
Published: MDPI AG 2020-11-01
Series:Electronics
Subjects:
measurement
performance analysis
predictive models
digital marketing
user path
attribution model
Online Access:https://www.mdpi.com/2079-9292/9/11/1822

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