This is a practical, conceptually sound attribution framework we have been developing with Mr. Tommi Salenius who is the Head of E-commerce in a fast-growing international e-commerce company. The point is this: >90% of e-commerce companies (just an educated guess based on our experience) solely rely on analytics to attribute sales to channels and campaigns. […]
Joni SalminenAssociate Professor (tenure track) at the University of Vaasa, and Adjunct Professor at the Turku School of Economics.