Attributing Conversion Credit in an Online Environment: An Analysis and Classification

Abstract

In the context of marketing, attribution is theprocess of quantifying the value of marketing activities relativeto the final outcome. It is a topic rapidly growing inimportance as acknowledged by the industry. However, despitenumerous tools and techniques designed for its measurement, the absence of a comprehensive assessment and classificationscheme persists. Thus, we aim to bridge this gap by providingan academic review to accumulate and comprehend currentknowledge in attribution modeling, leading to a road map toguide future research, expediting new knowledge creation.