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Keywords: Multichannel attribution
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Journal Articles
Global Knowledge, Memory and Communication (2026) 75 (1-2): 359–377.
Published: 19 April 2024
... models Markov chain model Multichannel attribution Shapley value A chief marketing officer spends two-thirds of the marketing budget on multichannel online marketing (Pemberton, 2018). Marketers have estimated that online marketing spending in the year 2023 will be US$874bn, observing 6...
