Marketing analytics resource allocation. Digital media attribution. Part 1 /

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 t...

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Bibliographic Details
Other Authors:	Venkatesan, Rajkumar (Speaker)
Format:	Video
Language:	English
Language Notes:	In English.
Published:	Charlottesville, VA : University of Virginia Darden, 2017.
Series:	Marketing Analytics Resource Allocation
Subjects:	Marketing > Management > Data processing. Marketing > Technological innovations. Internet marketing. Marketing > Innovations. Marketing sur Internet. Instructional films. Films de formation.
Online Access:	Connect to this streaming video (Alexander Street Press)

Description
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?
Item Description:	Title from resource description page (viewed September 10, 2020).
Physical Description:	1 online resource (6 minutes)
Playing Time:	00:05:40