Cross-Channel Attribution in Marketing Analytics Using Large Scale Data Fusion Techniques
Keywords:
Cross-channel attribution, marketing analytics, data fusion, customer journey, ROI optimization, multi-touch attribution, machine learning, predictive analytics, digital marketing, campaign performanceAbstract
With the explosion of digital marketing platforms, understanding the influence of each marketing touchpoint on consumer decisions has become increasingly complex. Traditional single-touch attribution models are inadequate for multi-channel environments. This paper explores the integration of large-scale data fusion techniques with advanced marketing analytics to enhance cross-channel attribution accuracy. We analyze current methods like probabilistic models, Markov chains, and machine learning algorithms, and propose a fusion-driven framework that incorporates data from multiple consumer interactions across digital and offline channels. Using real-world datasets, we demonstrate the benefits of our model in improving ROI measurement, campaign effectiveness, and personalization.
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Copyright (c) -1 Philip K. Rob (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
