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Li et al., 2014 - Google Patents

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

Li et al., 2014

View PDF
Document ID
15312338443685610394
Author
Li H
Kannan P
Publication year
Publication venue
Journal of marketing research

External Links

Snippet

Technology enables a firm to produce a granular record of every touchpoint consumers make in their online purchase journey before they convert at the firm's website. However, firms still depend on aggregate measures to guide their marketing investments in multiple …
Continue reading at papers.ssrn.com (PDF) (other versions)

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