Chapter 11. Attribution in Ecommerce Analytics

Attribution over the last several years, has emerged as an important topic in ecommerce marketing and product analytics because want to understand the effectiveness of different marketing strategies delivered across a number of different media types, formats, and devices. Attribution is widely considered to be a way to this understanding. Quite simply, when a company determines the source of revenue or another important metrics or KPI, an attribution is made. For example, if paid search is thought of by an ecommerce company as contributing to or driving 40% of sales, then the company has attributed 40% of sales to paid search. Why were sales attributed to paid search? The answer is because a paid ...

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