http://dspace.bsu.edu.ru/handle/123456789/27144| Title: | Probability models for assessing effectiveness of advertising channels in the internet environment |
| Authors: | Tinyakova, V. I. Davnis, V. V. Lavrinenko, Y. B. Shishkina, L. A. |
| Keywords: | technology information technology attribution model multi-channel attribution internet marketing advertising channel conversion advertising budget graph model Markov chain |
| Issue Date: | 2018 |
| Citation: | Probability models for assessing effectiveness of advertising channels in the internet environment / V.I. Tinyakova [и др.] // The Journal of Social Sciences Research. - 2018. - N5.-P. 209-215. |
| Abstract: | The purpose of the paper is to create an attribution model that comprehensively evaluates multi-channel sequences and shows the effect of each channel on the conversion. The presented model of attribution can be based on the theory of graphs or Markov chains. The first method of calculation is more visual, the second (based on Markov chains) allows for work with a large amount of data |
| URI: | http://dspace.bsu.edu.ru/handle/123456789/27144 |
| Appears in Collections: | Статьи из периодических изданий и сборников (на иностранных языках) = Articles from periodicals and collections (in foreign languages) |
| File | Description | Size | Format | |
|---|---|---|---|---|
| Tinyakova_Probability.pdf | 594.95 kB | Adobe PDF | View/Open |
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