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Keywords: Attribution modeling
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Journal Articles
Global Knowledge, Memory and Communication (2026) 75 (1-2): 359–377.
Published: 19 April 2024
...Jitendra Gaur; Kumkum Bharti; Rahul Bajaj Purpose Allocation of the marketing budget has become increasingly challenging due to the diverse channel exposure to customers. This study aims to enhance global marketing knowledge by introducing an ensemble attribution model to optimize marketing budget...
