The attribution problem: an analysis for a focal company

Detalhes bibliográficos
Autor(a) principal: Cordeiro, Ana Claudia Mendes
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/38614
Resumo: In today’s digital world, companies use a multitude of online marketing channels to communicate with potential consumers. The online customer journey is also more complex than it has ever been. Consequently, firms face an attribution problem: how to allocate the credit of a conversion to the consumers’ touchpoints with the brand? Focusing on a focal company, by studying user’s characteristics, analyzing the online customer journey and exploring the results given by different attribution models, it was discovered that the customer journey for this firm was both short in terms of length and time. As the main output, the present work appoints an attribution model as the one best reflecting the customer journey and the focal firm’s advertising goals - the Position Based model. The implications of a switch in attribution model are many fold and means to improve budget allocation were suggested
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spelling The attribution problem: an analysis for a focal companyAttribution modelCustomer journeyOnline marketing channelsOnline advertisingDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn today’s digital world, companies use a multitude of online marketing channels to communicate with potential consumers. The online customer journey is also more complex than it has ever been. Consequently, firms face an attribution problem: how to allocate the credit of a conversion to the consumers’ touchpoints with the brand? Focusing on a focal company, by studying user’s characteristics, analyzing the online customer journey and exploring the results given by different attribution models, it was discovered that the customer journey for this firm was both short in terms of length and time. As the main output, the present work appoints an attribution model as the one best reflecting the customer journey and the focal firm’s advertising goals - the Position Based model. The implications of a switch in attribution model are many fold and means to improve budget allocation were suggestedMartinez, Luís FructuosoRUNCordeiro, Ana Claudia Mendes2021-01-20T01:30:21Z2018-01-202018-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/38614TID:201862964enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:21:15Zoai:run.unl.pt:10362/38614Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:31:00.914401Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The attribution problem: an analysis for a focal company
title The attribution problem: an analysis for a focal company
spellingShingle The attribution problem: an analysis for a focal company
Cordeiro, Ana Claudia Mendes
Attribution model
Customer journey
Online marketing channels
Online advertising
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The attribution problem: an analysis for a focal company
title_full The attribution problem: an analysis for a focal company
title_fullStr The attribution problem: an analysis for a focal company
title_full_unstemmed The attribution problem: an analysis for a focal company
title_sort The attribution problem: an analysis for a focal company
author Cordeiro, Ana Claudia Mendes
author_facet Cordeiro, Ana Claudia Mendes
author_role author
dc.contributor.none.fl_str_mv Martinez, Luís Fructuoso
RUN
dc.contributor.author.fl_str_mv Cordeiro, Ana Claudia Mendes
dc.subject.por.fl_str_mv Attribution model
Customer journey
Online marketing channels
Online advertising
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Attribution model
Customer journey
Online marketing channels
Online advertising
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description In today’s digital world, companies use a multitude of online marketing channels to communicate with potential consumers. The online customer journey is also more complex than it has ever been. Consequently, firms face an attribution problem: how to allocate the credit of a conversion to the consumers’ touchpoints with the brand? Focusing on a focal company, by studying user’s characteristics, analyzing the online customer journey and exploring the results given by different attribution models, it was discovered that the customer journey for this firm was both short in terms of length and time. As the main output, the present work appoints an attribution model as the one best reflecting the customer journey and the focal firm’s advertising goals - the Position Based model. The implications of a switch in attribution model are many fold and means to improve budget allocation were suggested
publishDate 2018
dc.date.none.fl_str_mv 2018-01-20
2018-01-20T00:00:00Z
2021-01-20T01:30:21Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/38614
TID:201862964
url http://hdl.handle.net/10362/38614
identifier_str_mv TID:201862964
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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