Essays about: "Attributionsmodeller"

Found 3 essays containing the word Attributionsmodeller.

  1. 1. Evaluating Marketing Initiatives using Explainable Machine Learning : An Alternative to Attribution Models

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

    Author : João Ferreira; [2023]
    Keywords : Explainable Machine Learning; Attribution models; Marketing Automation; Search Engine Optimization; A B testing; Definierad maskininlärning; Attributionsmodeller; Automatisering av marknadsföring; Optimering av sökmotor; A B-tester;

    Abstract : Since its inception, Marketing has always needed more clearly defined incrementality, i.e., a measurement of advertisement effectiveness. Nowadays, Marketing is an evergrowing business; within it, Digital Marketing is taking the spotlight. READ MORE

  3. 2. 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

  4. 3. Data driven marketing : How to gain relevant insights through Google Analytics

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

    Author : Jenny Carlsson Ståbi; [2019]
    Keywords : Marketing analytics; Web analytics; Google Analytics; Analysis; Measurement; Data driven; Effects; Insights;

    Abstract : In this report, problems regarding the retrieving, measuring, and analysis of data when analysing marketing effects in the web analytics tool Google Analytics will be discussed. A correct setup, configuration, maintenance, campaign tracking and the understanding of the data in Google Analytics is essential to be able to achieve relevant insights. READ MORE