attribution_modeling

Table of Contents

• Shapley Value Methods for Attribution Modeling in Online Advertising

---

Shapley Value Methods for Attribution Modeling in Online Advertising
[back to top]

• Kireyev, Pauwels, Gupta (2013)
  Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising

• Kitts, Wei, Au, Powter, Burdick, (2010) - Attribution of Conversion Events to Multi-channel Media

• Rentola (2014) - Analyses of Online Advertising Performance Using Attribution Modeling

• Sparkman, Locander (1980) - Attribution Theory and Advertising Effectiveness

• Dalessandro, Perlich, Stitelman, Provost (2012) - Causally Motivated Attribution for Online Advertising

• Shao, Li (2011) - Data-driven Multi-touch Attribution Models

• Abhishek, Fader, Hosanagar, (2012) - Media Exposure through the Funnel: A Model of Multi-Stage Attribution

• Anderl, Becker, v. Wangenheim, Schumann, (2013) - Putting Attribution to Work: A Graph-Based Framework for Attribution Modeling in Managerial Practice

• Berman (2013) - Beyond the Last Touch: Attribution in Online Advertising

• Li, Kannan (2013) - Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment

• Tucker (2012) - Implications of Improved Attribution and Measurability for Antitrust and Privacy in Online Advertising Markets

• Wiesel, Pauwels, Arts (2011) - Marketing’s Profit Impact: Quantifying Online and Off-line Funnel Progression

• Yadagiri, Saini, Sinha (2015) - A Non-parametric Approach to the Multi-channel Attribution Problem

• Zhang, Wei, Ren (2014) - Multi-touch Attribution in Online Advertising with Survival Theory

• Osborne, Rubinstein (1994) - A course in game theory

• Roth (1988) - The Shapley Value: Essays in Honor of Lloyd S. Shapley

• Shapley (1952) - A value for n-person games

• Winter (2002) - The Shapley value (Handbook of Game Theory with Economic Applications)

• Ma, Chiu, Lui, Misra, Rubenstein (2010) - Internet Economics: The use of Shapley value for ISP settlement

• O’Brien, Gamal, Rajagopal (2015) - Shapley Value Estimation for Compensation of Participants in Demand Response Programs

• Song, Seol, Park (2016) - A patent portfolio-based approach for assessing potential R&D partners: An application of the Shapley value

• Wei, Zhang (2014) - A multiple criteria hesitant fuzzy decision making with Shapley value-based VIKOR method