Title: Attribution modelling in an omni-channel environment – new requirements and specifications from a practical perspective

Authors: Ole Nass; José Albors Garrigós; Hermenegildo Gil Gómez; Klaus-Peter Schoeneberg

Addresses: Departamento de Organisación de Empresas, Universitat Polentècnica de València, Camino de Vera, s/n 46022 Valencia, Spain ' Departamento de Organisación de Empresas, Universitat Polentècnica de València, Camino de Vera, s/n 46022 Valencia, Spain ' Departamento de Organisación de Empresas, Universitat Polentècnica de València, Camino de Vera, s/n 46022 Valencia, Spain ' Department of Economics, Beuth University of Applied Sciences, Luxemburger Straße 10, 13353 Berlin, Germany

Abstract: How much am I, the customer, currently worth to a company? The answer to this question is very important for the marketing team but difficult to obtain. In an omni-channel environment, the degree of complexity for answering this question has reached a new level. Based on a structured literature research process, existing dynamic budget allocation approaches are identified and evaluated regarding their applicability in an omni-channel environment. For the evaluation process of these identified models, assessment criteria are needed. Structured interviews are conducted with experts in the field of attribution to formulate evaluation criteria, which are being used to evaluate the applicability of the defined models. This article describes why existing dynamic attribution models are not suitable for an omni channel environment and what features need to be part of a new future-ensured omni-channel attribution model. The authors conclude by presenting questions for future research in the field of dynamic attribution.

Keywords: omni-channel attribution; practical requirements for omni-channel attribution; online advertising; dynamic attribution; dynamic attribution model; omni-channel attribution modelling; multi-touch attribution; MTA; budget allocation; data-driven attribution modelling; real-world attribution.

DOI: 10.1504/IJEMR.2020.106432

International Journal of Electronic Marketing and Retailing, 2020 Vol.11 No.1, pp.81 - 111

Received: 01 Mar 2018
Accepted: 03 May 2018
Published online: 07 Apr 2020 *

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