Econometrics: Digital media attribution

This article presents an aggregate econometrics modelling framework in order to determine the impact of traditional and digital marketing.

Econometrics: Digital media attribution

Peter CainMarketscience Consulting

A restructured modelling framework can model the offline and online consumer purchase journey to capture interactions between traditional and digital media, enabling the attribution of credit to each marketing element for the sales conversion.

Digital media attribution aims to identify the combination of online marketing activities and touchpoints contributing to online sales conversion. Given the availability of unique user-identifiers, analysis conventionally traces the actions of single individuals. Traditional media attribution, on the other hand, evaluates the offline sales impact of offline marketing investments. Measurement is typically carried out at an aggregated level,...

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