Purchase conversions and attribution modeling in online advertising: an empirical investigation
Purchase conversions and attribution modeling in online advertising: an empirical investigation
In a purchase funnel, a consumer may interact with an assortment of ad platforms ranging from display ads, paid search and organic search to social media and email. In this study, we consider attribution models that can be applied to assign sales credit to these and other online channels. Using an online firm’s conversion data, we investigate the commonly used the last-click attribution model and compare its results to a cooperative game theory based (Shapley Value) attribution model. Our findings show that individual rewards vary significantly for different online channels under these two models. We also compute contributions of the various estimated factors using the Shapley Value regression approach in order to decompose a consumer funnel by regressed sources. Our empirical research provides insights into the complexity of attribution modeling
purchase funnel, attribution modeling, last-click, shapley value
Nisar, Tahir
6b1513b5-23d1-4151-8dd2-9f6eaa6ea3a6
Yeung, Man
a8445a17-3a07-4535-8e83-892668d6b6a3
24 May 2015
Nisar, Tahir
6b1513b5-23d1-4151-8dd2-9f6eaa6ea3a6
Yeung, Man
a8445a17-3a07-4535-8e83-892668d6b6a3
Nisar, Tahir and Yeung, Man
(2015)
Purchase conversions and attribution modeling in online advertising: an empirical investigation.
44th EMAC Annual Conference - Collaboration in Research, , Leuven, Belgium.
24 - 27 May 2015.
8 pp
.
Record type:
Conference or Workshop Item
(Paper)
Abstract
In a purchase funnel, a consumer may interact with an assortment of ad platforms ranging from display ads, paid search and organic search to social media and email. In this study, we consider attribution models that can be applied to assign sales credit to these and other online channels. Using an online firm’s conversion data, we investigate the commonly used the last-click attribution model and compare its results to a cooperative game theory based (Shapley Value) attribution model. Our findings show that individual rewards vary significantly for different online channels under these two models. We also compute contributions of the various estimated factors using the Shapley Value regression approach in order to decompose a consumer funnel by regressed sources. Our empirical research provides insights into the complexity of attribution modeling
Text
GHLEFMG_FGMJHM_VJ1QM9QF.pdf
- Accepted Manuscript
More information
Published date: 24 May 2015
Venue - Dates:
44th EMAC Annual Conference - Collaboration in Research, , Leuven, Belgium, 2015-05-24 - 2015-05-27
Keywords:
purchase funnel, attribution modeling, last-click, shapley value
Organisations:
Southampton Business School
Identifiers
Local EPrints ID: 380534
URI: http://eprints.soton.ac.uk/id/eprint/380534
PURE UUID: 14fe5ef4-0960-4806-a84f-e69e6fdce86b
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Date deposited: 14 Sep 2015 09:21
Last modified: 15 Mar 2024 03:09
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Contributors
Author:
Man Yeung
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