Working Papers

Attribution Modeling: Understanding the Influence of Channels in the Online Purchase Funnel

Hongshuang (Alice) Li and P. K. Kannan

Aug 15, 2012

Proposes a framework to understand the influence of channels in the online purchase funnel; develops a three-level measurement model of customers’ consideration of online channels/sources, their visits through these channels over time, and subsequent purchase at the website.

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