Research of Approaches to Building Attribution Models of Value of a Conversion between Advertising Materials in Internet Marketing

The dissertation is dedicated to the development of an algorithm for building attribution models of value of a conversion between advertising materials in Internet marketing. Theoretical foundations of Internet marketing, including an overview of the approaches of Multichannel and Omnichannel Marketing are provided; existing approaches to building attribution models of value of a conversion between advertising materials are considered; classification of attribution models depending on two objectives of the advertising campaigns: brand awareness growth and brand sales growth is suggested. The paper also considers the prerequisites for the need for an alternative algorithm to build an attribution model. An alternative algorithm is proposed as a result of analysis; its purpose, limitations and operating conditions are described. The test results for the developed algorithm are shown on the example of a food retail company in a separate chapter. The results of this work might be of interest both for the scientific community, and to advertisers and advertising agencies.