Download or read book Towards a Digital Attribution Model written by Anindya Ghose and published by . This book was released on 2016 with total page 40 pages. Available in PDF, EPUB and Kindle. Book excerpt: The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique features of our data set that distinguish this paper from prior work are: (i) the information on the actual viewability of impressions and (ii) the duration of exposure to the display advertisements, both at the individual-user level. Employing a quasi-experiment enabled by our setting, we use difference-in-differences and corresponding matching methods as well as instrumental variable techniques to control for unobservable and observable confounders. We empirically demonstrate that mere exposure to display advertising increases users' propensity to search for the brand and the corresponding product; consumers engage both in active search exerting effort to gather information, and in passive search using information sources that arrive exogenously. We also find statistically and economically significant effect of display advertising on increasing consumers' propensity to make a purchase. Furthermore, our findings reveal that the longer the duration of exposure to display advertising, the more likely the consumers are to engage in direct search behaviors (e.g., direct visits) rather than indirect ones (e.g., search engine inquiries). We also study the effects of various types of display advertising (e.g., prospecting, retargeting, affiliate targeting, video advertising, etc.) and the different goals they achieve. Our framework for evaluating display advertising effectiveness constitutes a stepping stone towards causally addressing the digital attribution problem.
Download or read book Attribution Modelling in Google Ads and Facebook written by Himanshu Sharma and published by Blurb. This book was released on 2020-11-27 with total page 478 pages. Available in PDF, EPUB and Kindle. Book excerpt: Attribution modelling is the process of understanding the customer purchasing journey and determining the most effective marketing channels / campaigns for investment at a particular point in time. A lot has been said about attribution modelling over the years. However, talking about attribution is the easy bit, implementing it is the real challenge. This book has been written to help you implement attribution modelling in Google Ads (formerly Google AdWords) and Facebook. This expert guide will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and to determine the most effective marketing channels for investment.
Download or read book Digital Success with Multi Touch Attribution Unraveling The Marketing Maze written by Kinetic319 and published by Kinetic319. This book was released on with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unlock the potential of your marketing campaigns with multi-touch attribution. Understand the customer journey, optimize ad spend, and improve ROI. Discover the history, benefits, challenges, and best practices of multi-touch attribution in our comprehensive guide. Take your digital media success to the next level.
Download or read book Attribution Modelling in Google Analytics and Beyond written by Himanshu Sharma and published by Blurb. This book was released on 2021-09-29 with total page 480 pages. Available in PDF, EPUB and Kindle. Book excerpt: Attribution modelling is the process of understanding and assigning conversion credit to marketing channels. The primary objective of attribution modelling is to understand the buying behaviour of your website visitors and to determine the most effective marketing channels for investment at a particular point in time. A lot has been said about attribution modelling over the years. However, talking about attribution is the easy bit. Implementing it is the real challenge. This book has been written to help you implement attribution modelling in your organisation. This expert guide will help your organisation think about marketing holistically. It will teach you to leverage the knowledge of attribution modelling while allocating your marketing budget and helping you understand your users' buying behaviour. In this book, there is a strong focus on using Google Analytics and other Google tools and technologies, such as Google Ads (AdWords). I have explained various attribution models mainly in the context of Google Analytics. However, a large portion of this book does not deal with Google Analytics at all. So even if you have never used Google Analytics before, you can still benefit from this book. To get the maximum benefit from this book, you will need a working knowledge of Google Analytics and ecommerce. No knowledge of statistics or traditional marketing mix modelling is required. Any person who wants to improve the online performance of their business and marketing campaigns should read this book. Online marketers, web analysts, and data scientists will benefit the most from this book. If you have a strong background in traditional marketing mix modelling you will benefit tremendously from this book because it will enable you to integrate attribution modelling data with your MMM data. By feeding the attribution modelling data to your MMM model you can truly measure your overall marketing effectiveness and fix attribution issues.
Download or read book Attribution Modelling in Google Analytics and Beyond written by Himanshu Sharma and published by Independently Published. This book was released on 2016-12-06 with total page 480 pages. Available in PDF, EPUB and Kindle. Book excerpt: Attribution modelling is the process of understanding and assigning credit to the marketing channels which eventually lead to conversions. The objective of attribution modelling is to understand the buying behaviour of your website visitors and to determine the most effective marketing channels for investment.What is this book about? This book has been written to help you implement attribution modelling in your organization. It will teach you to leverage the knowledge of attribution modelling while allocating your marketing budget and help you to understand your user's buying behaviour. In this book there is a strong focus on using Google Analytics and other Google tools and technologies, such as Google AdWords. I have explained various attribution models mainly in the context of Google Analytics.What is not included in this book? This book is not about traditional marketing mix modelling (MMM) or understanding and finding the optimal mix of the 4Ps of marketing (product, price, place and promotion). There are no chapters on regression analysis and predictive modelling. Consequently, there is little to no use of statistics in this book. This book is not about getting started with Google Analytics or how to master Google Analytics.What do you need to know in advance in order to benefit from this book? In order to get the maximum benefit from this book, you will need a working knowledge of Google Analytics and e-commerce. No knowledge of statistics or traditional marketing mix modelling is required.Who should read this book? Any person who wants to improve the online performance of their business and marketing campaigns should read this book. Online marketers, web analysts and data scientists will benefit the most from this book. If you have a strong background in traditional marketing mix modelling (MMM) you will benefit tremendously from this book because it will enable you to integrate attribution modelling data with your MMM data.
Download or read book Attribution Modelling in Google Ads and Facebook written by Himanshu Sharma and published by Independently Published. This book was released on 2019 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt: Attribution modelling is the process of understanding the customer purchasing journey and determining the most effective marketing channels/campaigns for investment at a particular point in time.A lot has been said about attribution modelling over the years. However, talking about attribution is the easy bit, implementing it is the real challenge.This book has been written to help you implement attribution modelling in Google Ads (formerly Google AdWords) and Facebook. This expert guide will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and to determine the most effective marketing channels for investment.In this book there is a strong focus on using Google Ads and other Google tools such as Google Analytics. I have explained various attribution modelling concepts, mainly in the context of Google Ads and Facebook. What do you need to know in advance in order to benefit from this book?In order to get the maximum benefit from this book, you will need a working knowledge of Google Ads, Facebook marketing, Google Analytics and ecommerce. No knowledge of statistics or traditional marketing mix modelling is required. This book has been written in plain English. As long as you understand English, you are good to go.What is not included in this book?This book is not about getting started with Google Ads, Google Analytics or Facebook marketing. The main emphasis of this book is on optimizing the online performance of your marketing campaigns through attribution modelling in the context of Google Ads and Facebook. This book explains attribution modelling only in the context of Google Ads and Facebook. It does not explain attribution modelling in the context of Google Analytics and other marketing channels, such as organic search, email, affiliate marketing etc.This book is not about traditional marketing mix modelling. It is also not about understanding and finding the optimal mix of the 4Ps of marketing (product, price, place and promotion). There are no chapters on regression analysis and predictive modelling. We are not going to predict or forecast any future sales or ROI in this book. Consequently, there is no use of statistics in this book. I recommend that you read the table of contents in order to get a good understanding of the topics covered within this book.Who should read this book?Any person who wants to improve the online performance of their Google Ads and Facebook marketing campaigns should read this book. Digital marketers, web analysts, conversion optimizers and data scientists will benefit the most from this book.
Download or read book Authorship Attribution written by Patrick Juola and published by Now Publishers Inc. This book was released on 2008 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt: Authorship Attribution surveys the history and present state of the discipline, presenting some comparative results where available. It also provides a theoretical and empirically-tested basis for further work. Many modern techniques are described and evaluated, along with some insights for application for novices and experts alike.
Download or read book Mastering Marketing Data Science written by Iain Brown and published by John Wiley & Sons. This book was released on 2024-04-29 with total page 439 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unlock the Power of Data: Transform Your Marketing Strategies with Data Science In the digital age, understanding the symbiosis between marketing and data science is not just an advantage; it's a necessity. In Mastering Marketing Data Science: A Comprehensive Guide for Today's Marketers, Dr. Iain Brown, a leading expert in data science and marketing analytics, offers a comprehensive journey through the cutting-edge methodologies and applications that are defining the future of marketing. This book bridges the gap between theoretical data science concepts and their practical applications in marketing, providing readers with the tools and insights needed to elevate their strategies in a data-driven world. Whether you're a master's student, a marketing professional, or a data scientist keen on applying your skills in a marketing context, this guide will empower you with a deep understanding of marketing data science principles and the competence to apply these principles effectively. Comprehensive Coverage: From data collection to predictive analytics, NLP, and beyond, explore every facet of marketing data science. Practical Applications: Engage with real-world examples, hands-on exercises in both Python & SAS, and actionable insights to apply in your marketing campaigns. Expert Guidance: Benefit from Dr. Iain Brown's decade of experience as he shares cutting-edge techniques and ethical considerations in marketing data science. Future-Ready Skills: Learn about the latest advancements, including generative AI, to stay ahead in the rapidly evolving marketing landscape. Accessible Learning: Tailored for both beginners and seasoned professionals, this book ensures a smooth learning curve with a clear, engaging narrative. Mastering Marketing Data Science is designed as a comprehensive how-to guide, weaving together theory and practice to offer a dynamic, workbook-style learning experience. Dr. Brown's voice and expertise guide you through the complexities of marketing data science, making sophisticated concepts accessible and actionable.
Download or read book Tap written by Anindya Ghose and published by MIT Press. This book was released on 2018-09-11 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: How the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of smarter companies, value-seeking consumers, and curated offers. Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to Anindya Ghose, a global authority on the mobile economy, this two-way exchange can benefit both customers and businesses. In Tap, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers. Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica, and Travelocity, Ghose describes some intriguingly contradictory consumer behavior: people seek spontaneity, but they are predictable; they find advertising annoying, but they fear missing out; they value their privacy, but they increasingly use personal data as currency. When mobile advertising is done well, Ghose argues, the smartphone plays the role of a personal concierge—a butler, not a stalker. Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and he examines these how these forces operate, separately and in combination. With Tap, he highlights the true influence mobile wields over shoppers, the behavioral and economic motivations behind that influence, and the lucrative opportunities it represents. In a world of artificial intelligence, augmented and virtual reality, wearable technologies, smart homes, and the Internet of Things, the future of the mobile economy seems limitless.
Download or read book Digital Marketing written by Dave Chaffey and published by Pearson UK. This book was released on 2019-02-05 with total page 614 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.
Download or read book R for Data Science written by Hadley Wickham and published by "O'Reilly Media, Inc.". This book was released on 2016-12-12 with total page 521 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn how to use R to turn raw data into insight, knowledge, and understanding. This book introduces you to R, RStudio, and the tidyverse, a collection of R packages designed to work together to make data science fast, fluent, and fun. Suitable for readers with no previous programming experience, R for Data Science is designed to get you doing data science as quickly as possible. Authors Hadley Wickham and Garrett Grolemund guide you through the steps of importing, wrangling, exploring, and modeling your data and communicating the results. You'll get a complete, big-picture understanding of the data science cycle, along with basic tools you need to manage the details. Each section of the book is paired with exercises to help you practice what you've learned along the way. You'll learn how to: Wrangle—transform your datasets into a form convenient for analysis Program—learn powerful R tools for solving data problems with greater clarity and ease Explore—examine your data, generate hypotheses, and quickly test them Model—provide a low-dimensional summary that captures true "signals" in your dataset Communicate—learn R Markdown for integrating prose, code, and results
Download or read book Handbook of Research on Narrative Advertising written by Yilmaz, Recep and published by IGI Global. This book was released on 2019-06-28 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.
Download or read book Web Analytics written by Avinash Kaushik and published by John Wiley & Sons. This book was released on 2007-07-30 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by an in-the-trenches practitioner, this step-by-step guide shows you how to implement a successful Web analytics strategy. Web analytics expert Avinash Kaushik, in his thought-provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer-centric mindset without sacrificing your company’s bottom line. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
Download or read book Digital Marketing Fundamentals written by Marjolein Visser and published by Routledge. This book was released on 2019-11-04 with total page 809 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html
Download or read book Advances in National Brand and Private Label Marketing written by Francisco J. Martínez-López and published by Springer Nature. This book was released on 2021-05-16 with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment.
Download or read book Digital Marketing Strategies and Models for Competitive Business written by Pinto, Filipe Mota and published by IGI Global. This book was released on 2020-03-27 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have added a new paradigm to the way businesses are projected, communicated, and developed through their marketing activities, from message delivery to content production. Digital Marketing Strategies and Models for Competitive Business is a collection of innovative research that seeks to connect theory with application, identifying best practices over digital marketing to business purposes. While highlighting topics including consumer analysis, search engine marketing, and marketing communications, this book is ideally designed for marketers, managers, executives, advertisers, graphic designers, researchers, practitioners, entrepreneurs, policymakers, and educators.
Download or read book Teaching in a Digital Age written by A. W Bates and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
