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Supplemental Material, jmr.16.0112-web-appendix - Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation

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posted on 2018-11-01, 12:00 authored by Peter J. Danaher, Harald J. van Heerde

Supplemental Material, jmr.16.0112-web-appendix for Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation by Peter J. Danaher, and Harald J. van Heerde in Journal of Marketing Research

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    Journal of Marketing Research

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    Advertising carryoveradvertising responseattribution modelinginteraction effectspath-to-purchaseprobit modelprofit-maximizing media allocation

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