Attribution modeling

Marketing attribution is the process of allocating appropriate credit to each marketing touchpoint a customer has encountered before conducting the desired customer action, e.g., a purchase. Ideally, this credit should be capturing the incremental effect of the touchpoint on the customer action. Finding this incremental effect is relevant for marketers to decide on budget allocations and to decide how, when, and where to target which customer. This chapter introduces and discusses various marketing attribution techniques. The techniques range from basic attribution techniques, like touch-based attribution and Shapley values, to advanced attribution techniques, like randomized field experiments and Markov chains. The chapter discusses the up- and downsides of each attribution technique, discusses alternative methods if one method is inappropriate, and links this to the concept of incrementality and causality, i.e., to which degree the technique gives proper credits to the different channels or touchpoints the customer has encountered

The household enterprise sector in Tanzania : why it matters and who cares

The household enterprise sector has a significant role in the Tanzanian economy. It employs a larger share of the urban labor force than wage employment, and is increasingly seen as an alternative to agriculture as a source of additional income for rural and urban households. The sector is uniquely placed within the informal sector, where it represents both conditions of informal employment and informal enterprise. This paper presents a case study on Tanzania using a mixed approach by combining both quantitative and qualitative analysis to examine the important role of household enterprises in the labor force of Tanzania, and to identify key factors that influence their productivity. Household enterprise owners are similar to typical labor force participants although primary education appears to be the minimum qualification for household enterprise operators to be successful. Access to location matters -- good, secure location in a marketplace or industrial cluster raises earnings - and access to transport and electricity is found to have a significant effect on earnings as well. In large urban areas, the biggest constraint faced by household enterprises is the lack of access to secure workspace to run the small business. Although lack of credit is a problem across all enterprises in Tanzania, household enterprises are more vulnerable because they are largely left out of the financial sector either as savers or borrowers. Although HEs are part of the livelihood strategies of over half of households in Tanzania, they are ignored in the current development policy frameworks, which emphasize formalization, not productivity. Tanzania has a large number of programs and projects for informal enterprises, but there is no set of policies and program interventions targeted at the household enterprise sector. This gap exacerbates the vulnerability of household enterprises, and reduces their productivity.Access to Finance,Banks&Banking Reform,Labor Markets,Population Policies,Debt Markets

Inefficiencies in Digital Advertising Markets

Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research

The impact of rebranding on fox comedy

In the context of the Portuguese television market, this thesis aims to quantify the effects of rebranding on Fox Comedy. We find that, on average, rebranding results in a 0,05% increase in the share of audience, indirectly influencing the share of investment in advertising, by producing effects in different variables of the TV channel. Moreover, we provide a forecasting model for the share of investment in advertising, where we tackle the jump in the time series data carried out by the rebranding process. The predictions are of a 3 p.p. increase within the next 12 months

Assessment Report 2012 Russell Brands, Pakistan AA0000000108

This document is part of a digital collection provided by the Martin P. Catherwood Library, ILR School, Cornell University, pertaining to the effects of globalization on the workplace worldwide. Special emphasis is placed on labor rights, working conditions, labor market changes, and union organizing.FLA_2012_Russell_Brands_AR_Pakistan_AA0000000108.pdf: 57 downloads, before Oct. 1, 2020

Macroecology of parental care in arthropods: higher mortality risk leads to higher benefits of offspring protection in tropical climates

The intensity of biotic interactions varies around the world, in such a way that mortality risk imposed by natural enemies is usually higher in the tropics. A major role of offspring attendance is protection against natural enemies, so the benefits of this behaviour should be higher in tropical regions. We tested this macroecological prediction with a meta-regression of field experiments in which the mortality of guarded and unguarded broods was compared in arthropods. Mortality of unguarded broods was higher, and parental care was more beneficial, in warmer, less seasonal environments. Moreover, in these same environments, additional lines of defence further reduced offspring mortality, implying that offspring attendance alone is not enough to deter natural enemies in tropical regions. These results help to explain the high frequency of parental care among tropical species and how biotic interactions influence the occurrence of parental care over large geographic scales. Finally, our findings reveal that additional lines of defences – an oftentimes neglected component of parental care – have an important effect on the covariation between the benefits of parental care and the climate-mediated mortality risk imposed by natural enemies

A grounded theory of affiliate marketing performance measurement in the tourism and hospitality context

Although the measurement of offline and online marketing is extensively researched, the area of online performance measurement still presents a number of unaddressed gaps, such as fragmented research and predominance of practitioner-driven measurement approaches. With a focus on affiliate marketing in tourism and hospitality, this thesis addressed these gaps and evaluates the effectiveness of practitioner-led online performance assessment. More precisely, the study explores a potential shift in affiliate marketing measurement practices, and develops a theory of affiliate marketing performances measurement in tourism and hospitality. Relying on a grounded theory research strategy, the work undertakes qualitative analysis of 72 online forum discussions, 37 interviews and 40 questionnaires with the major affiliate marketing stakeholder groups from the tourism and hospitality industry - merchants, affiliates, affiliate networks and affiliate agencies. The findings of the thesis add value to both theory and practice. The theoretical contribution of the research is twofold. First, the work furthers the broader marketing theory and in particular the distribution and promotion literature by exploring an under-researched online marketing channel - affiliate marketing - that can be employed for both promotion and distribution purposes. The study provides a detailed description of an affiliate marketing ecosystem and defines the key affiliate marketing constructs. Second, the work contributes to the performance measurement research by developing a substantiative theory of affiliate marketing performance measurement in tourism and hospitality. From the practitioner perspective, the work brings value by proposing a change in existing performance measurement practices and offering a process-oriented model of performance measurement in affiliate marketing, which details the phases and steps that managers can undertake in assessing performance. To further the findings, future research can explore the applicability of the proposed model to other industry sectors and online channels, and can develop the proposed substantive theory to a formal theory by employing other research methods, for example case studies and action research

A novel planning approach for the water, sanitation and hygiene (WaSH) sector: the use of object-oriented bayesian networks

Conventional approaches to design and plan water, sanitation, and hygiene (WaSH) interventions are not suitable for capturing the increasing complexity of the context in which these services are delivered. Multidimensional tools are needed to unravel the links between access to basic services and the socio-economic drivers of poverty. This paper applies an object-oriented Bayesian network to reflect the main issues that determine access to WaSH services. A national Program in Kenya has been analyzed as initial case study. The main findings suggest that the proposed approach is able to accommodate local conditions and to represent an accurate reflection of the complexities of WaSH issues, incorporating the uncertainty intrinsic to service delivery processes. Results indicate those areas in which policy makers should prioritize efforts and resources. Similarly, the study shows the effects of sector interventions, as well as the foreseen impact of various scenarios related to the national Program.Preprin