Attribution Modeling In Digital Advertising

摘要

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.