Universität zu Köln

Kannan, P. K., Reinartz, Werner ORCID: 0000-0002-2440-3117 and Verhoef, Peter C. (2016). The path to purchase and attribution modeling: Introduction to special section. Int. J. Res. Mark., 33 (3). S. 449 - 457. AMSTERDAM: ELSEVIER SCIENCE BV. ISSN 1873-8001

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Abstract

Firms make significant marketing investments in online, mobile and offline media and channels such as search engines, social media, e-mail, display advertising, print, TV, etc., to draw in customers to their websites, mobile apps, and stores to effect conversions and spur sales. As customers go through a series of touch points across media, channels and devices on their paths to purchase, attributing the appropriate credit for each touch point has emerged as an important problem. By focusing on estimating the incremental value of a touch point and spill-over effects across channels, attribution models can provide insights for allocating marketing investments across channels and targeting customers across channels and devices. In this paper, we provide a survey of the state-of-the-art in attribution modeling and analytics. As part of the survey, we also introduce the articles in this special section and position them in our classification framework. Finally, we propose a research agenda to guide future Work in the area. (C) 2016 Published by Elsevier B.V.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Kannan, P. K. UNSPECIFIED UNSPECIFIED UNSPECIFIED Reinartz, Werner UNSPECIFIED orcid.org/0000-0002-2440-3117 UNSPECIFIED Verhoef, Peter C. UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-263880
DOI:	10.1016/j.ijresmar.2016.07.001
Journal or Publication Title:	Int. J. Res. Mark.
Volume:	33
Number:	3
Page Range:	S. 449 - 457
Date:	2016
Publisher:	ELSEVIER SCIENCE BV
Place of Publication:	AMSTERDAM
ISSN:	1873-8001
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language ONLINE Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/26388