Time-weighted multi-touch attribution and channel relevance in the customer journey to online purchase

DOI10.1080/15598608.2013.862753zbMath1425.62117OpenAlexW1967393062MaRDI QIDQ2320948

David A. Wooff, Jillian M. Anderson

Publication date: 28 August 2019

Published in: Journal of Statistical Theory and Practice (Search for Journal in Brave)

Full work available at URL: http://dro.dur.ac.uk/11460/1/11460.pdf

zbMATH Keywords

clickstreammetricssequential analysisE-commercedigital marketingpath to conversion

Mathematics Subject Classification ID

Applications of statistics to economics (62P20) Sequential statistical analysis (62L10) Marketing, advertising (90B60)

Cites Work

• A family of simultaneous confidence intervals for multinomial proportions
• Mining Sequential Patterns from Large Data Sets
• Robust and scale-free effect sizes for non-Normal two-sample comparisons, with applications in e-commerce
• On Simultaneous Confidence Intervals for Multinomial Proportions

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