Digital marketing attribution: Understanding the user path

9Citations
Citations of this article
131Readers
Mendeley users who have this article in their library.

Abstract

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.

Cite

CITATION STYLE

APA

Leguina, J. R., Rumín, Á. C., & Rumín, R. C. (2020). Digital marketing attribution: Understanding the user path. Electronics (Switzerland), 9(11), 1–25. https://doi.org/10.3390/electronics9111822

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free