Premium Essay

What Is the Benefit and Challenges in Moving from Single Last Click Attribution to Multi-Channel Attribution Modelling

In:

Submitted By plakme101
Words 7741
Pages 31
Applied Strategic Marketing Report 2013-2014

"The Benefits and Challenges of Multichannel Attribution in Marketing Analytics"

by Alan K H Hsu 00849147

Word count: 4990 A report submitted in partial requirements of the MSc in Strategic Marketing degree

1

24th August 2014

Table of Contents
Executive summary .................................................................................................. 1 Introduction .............................................................................................................. 2 Literature review ....................................................................................................... 4 The emergence and influence of Big Data ............................................................. 4 Attribution theory .................................................................................................... 6 Last-click attribution modelling ............................................................................... 7 MCAM .................................................................................................................. 10 Discussion .............................................................................................................. 14 Benefits: clearer channels interactions ................................................................. 14 Benefits: better marketing decision and effective budget allocation ..................... 15 Benefits: stay justified and optimised ................................................................... 15 Benefits: improve sales ........................................................................................ 16 Challenges: data management ............................................................................ 17 Challenges: multi-device – switching

Similar Documents

Premium Essay

Imc Planning

...reproduced or transmited in any form or by any means, electronic or mechanical, including photocopying, recording, storage in an information retrieval system, or otherwise, without prior permission of the publisher. Every effort has been made to trace all the copyright holders, but if any have been inadvertently overlooked the publisher will be pleased to make the necessary arrangements at the first opportunity. Please contact the publisher directly. While the publisher has taken all reasonable care in the preparation of this book the publisher makes no representation, express or implied, with regard to the accuracy of the information contained in this book and cannot accept any legal responsibility or liability for any errors or omissions from the book or the consequences thereof. Products and services that are...

Words: 39131 - Pages: 157

Premium Essay

Internet Ages

...CHAPTER – 1 INTRODUCTION TO INTERNET WHAT IS A NETWORK? [pic] A network is a group of computers that are able to communicate with one another and share data, files, programs, and operations. The computers in a network are connected via hardware and software. The hardware is what physically connects the computers in the network together. For example: telephone lines, fibre-optic cables, routers and gateways, and the computers themselves. The software is what enables us to use the hardware for communication and exchanging information. Just as your brain tells your body parts how to function and work together, the software governs the way computers in the network communicate with each other and perform functions. Software that enables networking follows a set of rules that are generally referred to as protocol. Networks can be interoperable. This means that different types of computers, using different operating systems, can be connected, communicate with each other, and share information - as long as they follow the network protocols. [pic] In Summary: A network is a group of two or more computers, connected together through a physical infrastructure, that are able to communicate and exchange information because they agree to use software that observes the same set of rules, or protocol. WHAT IS THE INTERNET? • A network of networks • Based on TCP/IP (Transmission Control Protocol/Internet Protocol) • Global • A variety of services and...

Words: 48401 - Pages: 194

Free Essay

Eric0427

...collaborative yet independent: Information practices in the physical sciences december 2011 Acknowledgements This report was the result of a collaborative effort between the Research Information Network, the Institute of Physics, Institute of Physics Publishing and the Royal Astronomical Society. They would like to thank the study authors at the 1) Oxford Internet Institute, University of Oxford, 2) Department of Information Systems, London School of Economics, 3) UCL Centre for Digital Humanities and the Department of Information Studies, University College, London, 4) e-Humanities Group, Royal Netherlands Academy of Arts & Sciences (KNAW) and Maastricht University, and 5) Oxford e-Research Centre (OeRC), University of Oxford. The main authors for this report are: Eric T. Meyer, Monica Bulger, Avgousta Kyriakidou-Zacharoudiou, Lucy Power, Peter Williams, Will Venters, Melissa Terras, Sally Wyatt. For the full acknowledgements, please see the project website: www.rin.ac.uk/phys-sci-case contents executive summary Overview method cases Tools and practices of information Information sources 68 69 77 78 4 4 4 4 research software dissemination complexity conclusion and recommendations Information retrieval Information and data management data analysis citation practices dissemination practices collaboration Transformations in practice New questions New technologies recommendations 79 84 84 85 85 86 86 87 88 90 91 92 Glossary Information in the...

Words: 30909 - Pages: 124

Premium Essay

Uk Mba Handbook Strathclyde

...MBA UK Course Handbook the Strathclyde 2014/15 The Strathclyde MBA 1 The University of Strathclyde's mission dates from our founder, Professor John Anderson, leaving instructions in his will for 'a place of useful learning' to be established in the city. By this he meant an institution open to everyone, regardless of gender, status or income. “ The Place of Useful Learning John Anderson 1796 ” We continue to be committed to 'useful learning' through our provision of relevant, high quality, educational opportunities, the global application of our research and our focus on knowledge exchange, all of which aim to benefit the wider economy and society. Our commitment to 'useful learning' is about: • • Offering a wide range of education opportunities in a flexible, innovative learning environment. Developing students who have the aptitudes and capacities to make significant contributions to their communities after graduation as employees, employers and citizens. Connecting research through knowledge exchange to make an impact on modern society. • 2 Contents Welcome ................................................................................................................. 5 The University of Strathclyde .................................................................................. 6 Strathclyde Business School ................................................................................... 6 About the Handbook and MyPlace ........

Words: 30889 - Pages: 124