SMEAL WIKI

Multichannel Data-Driven Attribution Models: A Review and Research Agenda

Ben B. Beck, J. Andrew Petersen, Rajkumar Venkatesan
Year2021
VenueEmerald Group Publishing Limited eBooks
Typebook-chapter
Citations7
DOI10.1108/s1548-643520210000018007
OpenAlexW3197477122

Topics

Digital Marketing and Social MediaAttributionAggregate dataIndividualismAggregate (composite)Marketing