Channel attribution modelling using clickstream data from an online store
In marketing, behaviour of users is analysed in order to discover which channels (for instance TV, Social media etc.) are important for increasing the user’s intention to buy a product. The search for better channel attribution models than the common last-click model is of major concern for the indu...
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| Format: | Others |
| Language: | English |
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Linköpings universitet, Statistik och maskininlärning
2017
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-139318 |