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Attribution im Online-Marketing: datenbasierte Bewertung von Customer Journeys

Author

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  • Anderl, Eva
  • Wiechert, Lutz

Abstract

Da gängige Ansätze wie "Last Click Wins" der Komplexität von Customer Journeys nicht mehr gerecht werden, gewinnt die Frage, welchen Erfolgsbeitrag einzelne Kontaktpunkte leisten, zunehmend an Bedeutung. Der Beitrag gibt einen Überblick über das Thema Attribution und geht auf die Datengrundlage, Verfahren, Einsatzgebiete und Erfolgsfaktoren ein.

Suggested Citation

  • Anderl, Eva & Wiechert, Lutz, 2016. "Attribution im Online-Marketing: datenbasierte Bewertung von Customer Journeys," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(2), pages 24-31.
    • Handle: RePEc:zbw:hsgmrs:275843
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    References listed on IDEAS

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    1. de Haan, Evert & Wiesel, Thorsten & Pauwels, Koen, 2016. "The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 491-507.
    2. Anderl, Eva & Becker, Ingo & von Wangenheim, Florian & Schumann, Jan Hendrik, 2016. "Mapping the customer journey: Lessons learned from graph-based online attribution modeling," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 457-474.
    3. Lizhen Xu & Jason A. Duan & Andrew Whinston, 2014. "Path to Purchase: A Mutually Exciting Point Process Model for Online Advertising and Conversion," Management Science, INFORMS, vol. 60(6), pages 1392-1412, June.
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