Attribution modeling in digital advertising: An empirical investigation of the impact of digital sales channels
Attribution modeling in digital advertising: An empirical investigation of the impact of digital sales channels
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.
399-413
Nisar, Tahir M.
6b1513b5-23d1-4151-8dd2-9f6eaa6ea3a6
Yeung, M.
d656c3e2-c9ac-456c-96e5-2ff44f791665
December 2018
Nisar, Tahir M.
6b1513b5-23d1-4151-8dd2-9f6eaa6ea3a6
Yeung, M.
d656c3e2-c9ac-456c-96e5-2ff44f791665
Nisar, Tahir M. and Yeung, M.
(2018)
Attribution modeling in digital advertising: An empirical investigation of the impact of digital sales channels.
Journal of Advertising Research, 58 (4), .
(doi:10.2501/JAR-2017-055).
Abstract
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.
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ManuscriptJAR
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Accepted/In Press date: 4 April 2017
e-pub ahead of print date: 30 November 2017
Published date: December 2018
Organisations:
HRM and Organisational Behaviour
Identifiers
Local EPrints ID: 407683
URI: http://eprints.soton.ac.uk/id/eprint/407683
ISSN: 0021-8499
PURE UUID: bad221fa-f999-4425-9c70-f3d458daf4df
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Date deposited: 22 Apr 2017 01:05
Last modified: 16 Mar 2024 05:14
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Author:
M. Yeung
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