Mapping the customer journey: Lessons learned from graph-based online attribution modeling

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Author
Anderl, Eva
Becker, Ingo
Von Wangenheim, Florian
Schumann, Jan Hendrik
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Date
2016-09
Type
  • Journal Article
Publication status
published
External links
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Journal / series
International Journal of Research in Marketing
Volume
33(3)
Pages
457 - 474
Publisher
North-Holland
Subject
Online advertising; Attribution; Marketing models; Markov models; Multichannel
Organisational unit
03995 - von Wangenheim, Florian
Notes
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Citations
Cited 2 times in Web of Science
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