D.A. Wooff
Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey
Wooff, D.A.; Anderson, J.M.
Authors
J.M. Anderson
Abstract
In this paper we address statistical issues in attributing revenue to marketing channels. We describe the relevant data structures and introduce an example. We suggest an asymmetric bathtub shape as appropriate for time-weighted revenue attribution to the customer journey, provide an algorithm, and illustrate the method. We suggest a modification to this method when there is independent information available on the relative values of the channels. We compare the revenue attributions suggested by the methods in this paper with several common attribution methods.
Citation
Wooff, D., & Anderson, J. (2013). Time-weighted attribution of revenue to multiple e-commerce marketing channels in the customer journey
Publication Date | 2013-11 |
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Deposit Date | Oct 28, 2013 |
Publicly Available Date | Oct 29, 2013 |
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