Multi-channel attribution and its role in marketing investment

Nick M. Necsulescu

Journal of Digital & Social Media Marketing, 2015, vol. 3, issue 2, 125-134

Abstract: Multi-channel attribution is the process of understanding and assigning credit to digital and non-digital channels and tactics, which eventually lead to conversions and sales. This paper provides a comprehensive view into what multi-channel attribution is, including specific models. It will explore a real-life example of attribution modelling and explain how to link digital interactions to offline conversions. It will then outline how to improve cost per acquisition by focusing on the most valuable channels and tactics to the business.

Keywords: attribution; multi-channel; cost-per-acquisition; return on investment; conversions (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2015:v:3:i:2:p:125-134

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