Digital Media Attribution Part 1 (VIDEO)
M-0931 | Published January 25, 2017 | Duration 5:40 Video
Collection: Darden School of Business
Product Details
This five-minute video introduces a hypothetical example illustrating the problem of digital media attribution. The growth in technology has complicated the allocation of marketing resources, but it also offers opportunities. Raj Venkatesan, using Intuit as an example, discusses six possible paths to purchase an Intuit product and how the proliferation of media has complicated the marketing-allocation process. What is the right allocation to each medium?
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