Bayes’ Theorem and Marketing Attribution

Xiaojing Dong ()
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Xiaojing Dong: Santa Clara University, Leavey School of Business

Chapter Chapter 9 in Marketing Analytics and Data Science, 2026, pp 167-187 from Springer

Abstract: Abstract In this chapter, we introduce Bayes’ theorem and lay the foundation of its application in solving two of the most important marketing analytics problems, which are explored in the next two chapters.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-11130-2_9

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DOI: 10.1007/978-3-032-11130-2_9

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