Marketing analytics resource allocation. Digital media attribution. Part 1 / University of Virginia, Darden School of Business.

Format:

Video

Contributor:

Venkatesan, Rajkumar, speaker.

Colgate Darden Graduate School of Business Administration, publisher.

Series:

Academic Video Online

Language:

English

Subjects (All):

Marketing--Management--Data processing.

Marketing--Technological innovations.

Internet marketing.

Genre:

Instructional films.

Physical Description:

1 online resource (6 minutes)

Other Title:

Digital media attribution. Part 1

Place of Publication:

Charlottesville, VA : University of Virginia Darden, 2017.

Language Note:

In English.

System Details:

video file

Summary:

This five-minute video introduces a hypothetical example illustrating the problem of digital media attribution. The growth in technology has complicated the allocation of marketing resources, but it also offers opportunities. Raj Venkatesan, using Intuit as an example, discusses six possible paths to purchase an Intuit product and how the proliferation of media has complicated the marketing-allocation process. What is the right allocation to each medium?

Notes:

Title from resource description page (viewed September 10, 2020).

OCLC:

1200166187