Clip 1 - Attribution - Concept & Types - Li & Kannan, 2014 - Findings

6 important questions on Clip 1 - Attribution - Concept & Types - Li & Kannan, 2014 - Findings

What did the study show with regards to the importance of estimating these effects?

The importance of estimating these effects so that firms can accurately determine the attribution of each channel to the overall conversions at the website.

What did the study find with regards to spillover effects at both the visit and purchase stages?

Significant spillover effects of firm-initiated channels to customer-initiated channels at both the stages.

Which channels' contribution does the last-click metric underestimate to conversions?

E-mails, display ads and referrals.
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Which channel's contribution does the last-click metric overestimate to conversions? And why?

Organic searches. Many people use organic search purely as a navigational tool to get to the website to complete purchases.

Despite the fact that the last-click model suggests that the impact of the paid search is very high, what did they find in the study?

The stronger the brand, the lower the incremental impact of paid search on ultimate conversion, because it is recaptured by organic search.

If the last row, the proposed model, is lower than the first, the Last Click, what does this imply?

A different optimal allocation of the marketing budget is in place.

The question on the page originate from the summary of the following study material:

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