Essays about: "Channel attribution"

Found 3 essays containing the words Channel attribution.

1. 1. 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

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. 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