Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment

Journal of Marketing Research

Volumn 51, Issue 1, 2014, Pages 40-56

  Li, Hongshuang ^a   Kannan, P K ^a  

^a UNIVERSITY OF MARYLAND   (United States)

Author keywords

Attribution modeling; Multichannel marketing; Online advertising; Purchase funnel; Touchpoint management

Indexed keywords

EID: 84896359706     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.13.0050     Document Type: Article

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