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Bridging marketing theory and big data analytics: The taxonomy of marketing attribution

  • Published:2021-02 Issue: Volume:56 Page:102253
  • ISSN:0268-4012
  • Container-title:International Journal of Information Management
  • language:en
  • Short-container-title:International Journal of Information Management

Author:

Buhalis Dimitrios,Volchek Katerina

Publisher

Elsevier BV

Subject

Library and Information Sciences,Computer Networks and Communications,Information Systems

Reference118 articles.

1. Abakus launches’ Game-Changing attribution’ solution to measure the true marginal value of marketing campaigns;Abakus,2013

2. Media exposure through the funnel: A model of multi-stage attribution;Abhishek,2012

3. Attribution;Adobe Analytics,2018

4. Cross-channel marketing attribution;Adobe Systems Incorporated,2014

5. The definitive guide to data-driven attribution;Adometry by Google,2014

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