The integration of technology in business strategy increases the complexity of marketing
communications and urges the need for advanced marketing performance analytics. Rapid …

The dilemma of allocation of marketing budget to multi-channels is faced by the practitioners
and has remained an interesting area of research for the academia. This paper investigates …

One of the central challenges in online advertising is attribution, namely, assessing the
contribution of individual advertiser actions including emails, display ads and search ads to …

Synthetic data has made tremendous strides in various commercial settings including
finance, healthcare, and virtual reality. We present a broad overview of prototypical …

Real-Time Bidding (RTB) is one of the most important forms of online advertising, where an
auction is hosted in real time to sell the individual ad impression. How to design an …

Advertisers apply customer journey analyses to gain insights into customer behavior at
various touchpoints and measure their advertising impact using attribution models. Along …

Marketers are currently focused on proper budget allocation to maximize ROI from online
advertising. They use conversion attribution models assessing the impact of specifi c media …

Multi-touch attribution (MTA), aiming to estimate the contribution of each advertisement
touchpoint in conversion journeys, is essential for budget allocation and automatically …

Advertising channels have evolved from conventional print media, billboards and radio-
advertising to online digital advertising (ad), where the users are exposed to a sequence of …

Recent reports show how Malaysians are increasingly turning to digital channels for
purchasing and making decisions. However, some issues that arise in different digital …