Marketing Attribution in Omnichannel Retailing

Mariano Méndez-Suárez () and Abel Monfort ()
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Mariano Méndez-Suárez: Head Market Research and Quantitative Methods Department, ESIC Business & Marketing School
Abel Monfort: ESIC Business & Marketing School

A chapter in Advances in National Brand and Private Label Marketing, 2021, pp 114-120 from Springer

Abstract: Abstract Although for years the marketing science community has been actively proposing models for measuring the effectiveness and return on marketing investment (ROI), marketing attribution remains one of the major issues today. In fact, the Marketing Science Institute has identified attribution marketing as the number one priority since 2016. In this research we use the calibrated structural equations from a partial least squares model from previous research to estimate the impact of advertising on web and store sales for an omnichannel retailer of electronic consumer goods. From this model, as a novelty, the research derives the marketing metrics on percentage of sales attributable to each advertising channel, including, online, offline, paid search advertising and branded search queries. Finally, we present some managerial implications of our model. We find that not considering the simultaneous cross effects of the different advertising media, managers may make incorrect decisions inferring attribution from misleading calculations.

Keywords: Marketing attribution; Omnichannel retailing; Marketing ROI; Advertising optimization (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76935-2_14

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DOI: 10.1007/978-3-030-76935-2_14

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