Essays about: "Attribution modelling"

Found 5 essays containing the words Attribution modelling.

  1. 1. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jakob Ferenius; Victoria Kotras; [2021]
    Keywords : Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

    Abstract : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. READ MORE

  3. 2. Investigating the Attribution Quality of LSTM with Attention and SHAP : Going Beyond Predictive Performance

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Hannes Kindbom; [2021]
    Keywords : Digital marketing; Attribution modelling; Multi-touch attribution; Deep learning; LSTM; SHAP; Attention; Interpretability; Digital marknadsföring; Attributionsmodellering; Multi-touch attribution; Djupinlärning; LSTM; SHAP; Attention; Tolkningsbarhet;

    Abstract : Estimating each marketing channel’s impact on conversion can help advertisers develop strategies and spend their marketing budgets optimally. This problem is often referred to as attribution modelling, and it is gaining increasing attention in both the industry and academia as access to online tracking data improves. READ MORE

  4. 3. Insights on Creating a Growth Machine Using Attribution Modelling

    University essay from KTH/Optimeringslära och systemteori

    Author : Hannes Kindbom; Viktor Reineck; [2021]
    Keywords : Digital marketing; Attribution modelling; Last-touch attribution; Multi-touch attribution; Simple probabilistic; Logistic regression; Digital marknadsföring; Attributionsmodellering; Last-touch attribution; Multi-touch attribution; Simpel probabilistisk; Logistisk regression;

    Abstract : Given access to detailed tracking data, the problem of attribution modelling has recently gained attention in both academia and the industry. Being able to determine the influence of each marketing channel in driving conversions can help advertisers to allocate their marketing budgets accordingly and ultimately increase their customer base and achieve a higher Return On Investment (ROI). READ MORE

  5. 4. Channel attribution modelling using clickstream data from an online store

    University essay from Linköpings universitet/Statistik och maskininlärning

    Author : Kevin Neville; [2017]
    Keywords : Clickstream data; Channel attribution; Logistic regression; Variable selection; Data driven marketing;

    Abstract : In marketing, behaviour of users is analysed in order to discover which channels (for instance TV, Social media etc.) are important for increasing the user’s intention to buy a product. The search for better channel attribution models than the common last-click model is of major concern for the industry of marketing. READ MORE

  6. 5. Markets-as-Mobile-Networks: How Co-production and Cooperation Shape Emerging Media

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Jan Björk; Sarah Huh; [2009]
    Keywords : New Media; Mobile TV; Consumer Co-production; Strategy; Scenario Modelling;

    Abstract : As mobile video services enter the awareness of consumers, the industrywill need to reorganize itself in new ways. Which market actors will benefit from this, and which will be eliminated as a result?The purpose of this thesis is to develop knowledge of, and produce a theoretical framework surrounding, consumer value attribution and actor value constellations of mobile TV services. READ MORE