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. Analytics can be based on…
Associate Professor (tenure track) at the University of Vaasa, and Adjunct Professor at the Turku School of Economics. Based in Finland.