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Marketing analytics resource allocation. Digital media attribution. Part 2 / University of Virginia, Darden School of Business.
- Format:
- Video
- Series:
- Academic Video Online
- Language:
- English
- Subjects (All):
- Marketing--Management--Data processing.
- Marketing.
- Marketing--Technological innovations.
- Internet marketing.
- Genre:
- Instructional films.
- Physical Description:
- 1 online resource (9 minutes)
- Other Title:
- Digital media attribution. Part 2
- Place of Publication:
- Charlottesville, VA : University of Virginia Darden, 2017.
- Language Note:
- In English.
- System Details:
- video file
- Summary:
- This eight-minute video presents the marketer's challenge posed by the proliferation of media: How do we optimize the allocation of marketing resources among the numerous options available? Raj Venkatesan also introduces a concept that he calls the Media Attribution Ladder and discusses its role in the ongoing allocation of marketing resources.
- Notes:
- Title from resource description page (viewed September 10, 2020).
- OCLC:
- 1200166229
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