Dynamic marketing mix modelling and digital attribution
نویسنده
چکیده
Digital media attribution aims to identify the combination of online marketing activities and touchpoints contributing to online sales conversion. Given the availability of unique useridentifiers, analysis conventionally traces the actions of single individuals. Traditional media attribution, on the other hand, evaluates the offline sales impact of offline marketing investments. Measurement is typically carried out at an aggregated level, using marketing mix analysis applied to groups of consumers, either at store, chain or market level.
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