Mapping the customer journey : lessons learned from graph-based online attribution modeling
Eva Anderl, Ingo Becker, Florian von Wangenheim, Jan Hendrik Schumann
| Year of publication: |
September 2016
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| Authors: | Anderl, Eva ; Becker, Ingo Frank ; Wangenheim, Florian von ; Schumann, Jan Hendrik |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 33.2016, 3, p. 457-474
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| Subject: | Online advertising | Attribution | Marketing models | Markov models | Multichannel | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Online-Handel | Online retailing | Markov-Kette | Markov chain | Beziehungsmarketing | Relationship marketing | Vertriebsweg | Distribution channel | Electronic Commerce | E-commerce | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2016.03.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011596851