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Impact of Data Quality on Marketing Attribution and Campaigns

by Ankush Ramprakash Gautam
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International Journal of Computer Applications
Foundation of Computer Science (FCS), NY, USA
Volume 186 - Number 19
Year of Publication: 2024
Authors: Ankush Ramprakash Gautam
10.5120/ijca2024923591

Ankush Ramprakash Gautam . Impact of Data Quality on Marketing Attribution and Campaigns. International Journal of Computer Applications. 186, 19 ( May 2024), 25-29. DOI=10.5120/ijca2024923591

@article{ 10.5120/ijca2024923591,
author = { Ankush Ramprakash Gautam },
title = { Impact of Data Quality on Marketing Attribution and Campaigns },
journal = { International Journal of Computer Applications },
issue_date = { May 2024 },
volume = { 186 },
number = { 19 },
month = { May },
year = { 2024 },
issn = { 0975-8887 },
pages = { 25-29 },
numpages = {9},
url = { https://ijcaonline.org/archives/volume186/number19/impact-of-data-quality-on-marketing-attribution-and-campaigns/ },
doi = { 10.5120/ijca2024923591 },
publisher = {Foundation of Computer Science (FCS), NY, USA},
address = {New York, USA}
}
%0 Journal Article
%1 2024-05-24T23:32:57.361411+05:30
%A Ankush Ramprakash Gautam
%T Impact of Data Quality on Marketing Attribution and Campaigns
%J International Journal of Computer Applications
%@ 0975-8887
%V 186
%N 19
%P 25-29
%D 2024
%I Foundation of Computer Science (FCS), NY, USA
Abstract

This article explores the significance of data quality and timeliness in the success of marketing data attribution for businesses. Traditional approaches to collecting and processing marketing attribution data often fall short in delivering desired results, as outlined in this study's discussion of challenges. By gaining insights into attribution models and the influence of data quality on them, businesses can enhance their data capture strategies to bolster the effectiveness of [1] marketing attribution models.

References
  1. Marketing attribution model [Online] https://www.insightly.com/blog/marketing-attribution-model/
  2. Marketing attribution definition [Online] https://www.marketingevolution.com/marketing-essentials/marketing-attribution
  3. Statistical model definition [Online] https://en.wikipedia.org/wiki/Statistical_model
  4. Data driven attribution context [Online] https://blog.google/products/ads-commerce/data-driven-attribution-new-default/
  5. Definition of customer lifetime value [Online] https://en.wikipedia.org/wiki/Customer_lifetime_value
  6. Customer acquisition cost definition [Online] https://en.wikipedia.org/wiki/Customer_acquisition_cost
  7. Types of attribution models [Online] https://www.factors.ai/blog/types-of-attribution-models
  8. Marketing mix modeling [Online] https://en.wikipedia.org/wiki/Marketing_mix_modeling
  9. Cross channel attribution difficulties [Online] https://www.measured.com/faq/cross-channel-platform-attribution-why-is-it-difficult/
  10. UTM parameters [Online] https://en.wikipedia.org/wiki/UTM_parameters.
  11. Multi touch attribution [Online] https://segment.com/academy/advanced-analytics/an-introduction-to-multi-touch-attribution/
Index Terms

Computer Science
Information Sciences

Keywords

Data Pipelines Data attribution Data Quality

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