| Autor: |
Romero Leguina, Jesús, Cuevas Rumín, Ángel, Cuevas Rumín, Rubén |
| Předmět: |
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| Zdroj: |
Electronics (2079-9292); Nov2020, Vol. 9 Issue 11, p1822-1822, 1p |
| Abstrakt: |
Digital marketing is a profitable business generating annual revenue over USD 200B and an inter-annual growth over 20%. The definition of efficient marketing investment strategies across different types of channels and campaigns is a key task in digital marketing. Attribution models are an instrument used to assess the return of investment of different channels and campaigns so that they can assist in the decision-making process. A new generation of more powerful data-driven attribution models has irrupted in the market in the last years. Unfortunately, its adoption is slower than expected. One of the main reasons is that the industry lacks a proper understanding of these models and how to configure them. To solve this issue, in this paper, we present an empirical study to better understand the key properties of user-paths and their impact on attribution models. Our analysis is based on a large-scale dataset including more than 95M user-paths from real advertising campaigns of an international hoteling group. The main contribution of the paper is a set of recommendation to build accurate, interpretable and computationally efficient attribution models such as: (i) the use of linear regression, an interpretable machine learning algorithm, to build accurate attribution models; (ii) user-paths including around 12 events are enough to produce accurate models; (iii) the recency of events considered in the user-paths is important for the accuracy of the model. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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