Attribution Modeling In Digital Advertising
研究了数字广告中如何将转化功劳分配给不同媒体渠道的归因建模方法，帮助营销经理理解广告对消费者行为的影响并优化广告活动。
<h3>ABSTRACT</h3> Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail. By exposing consumers to advertisement impressions, these channels help consumers make purchase decisions or sign up to an advertised service (Fulgoni, 2016; Yang and Ghose, 2010). To gauge the effectiveness of such advertising campaigns, one must know which media channels or advertising formats have contributed to a purchase conversion. This process is known as attribution. A better understanding of attribution, or assigning conversion credit to the various relevant channels, can serve a number of research and industry purposes. Marketing managers may use such attribution models to interpret the influence of advertisements on consumer behavior and to optimize their advertising campaigns.