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| book details |
Dynamische Customer-Journey-Analyse: Entwicklung und Anwendung einer Methodik zur kontinuierlichen Prognose der Wertbeiträge von Werbekanälen
By (author)
Christian Koch
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| book description |
In dem vorliegenden Buch wird eine neuartige Methodik zur kontinuierlichen Prognose der Wertbeiträge von Werbekanälen im Rahmen von Mehrkanalstrategien präsentiert und auf Basis eines umfangÂreichen Datensatzes aus über 49.000 realen Customer Journeys getestet. Durch eine dynamische Verarbeitung von Customer-Journey-Daten und die Variation von Datenerhebungszeiträumen können Werbetreibende die zukünftigen Wertbeiträge von Werbekanälen genauer prognostizieren und ihre Werbebudgets zielgerichteter einsetzen. Neben den in Rahmen dieses Werkes verwendeten Markov-Graphen kann die entwickelte Methodik auch auf zahlreiche weitere Attributionsmodelle und Untersuchungsgegenstände angewendet werden. Dies macht sie sowohl für die akademische Forschung als auch für praktische Anwendungen äußerst relevant.
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Publisher |
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Published date |
10 Nov 2024
Language |
German
Format |
Paperback / softback
Pages |
208
Dimensions |
210 x 148 x 0mm (L x W x H)
Weight |
0g
ISBN |
978-3-6584-5940-6
Readership Age |
BISAC |
business & economics / marketing / general
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