TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | MARKETING ATTRIBUTION: BARRIERS AND CHALLENGES ON MEASUREMENT OF RETURN ON DIGITAL MARKETING INVESTMENT | ||||||||||||
| Autor(es): |
FELIPE LEMOS PUPE |
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| Colaborador(es): |
VIVIAN PEUKER SARDON STEINHAUSER - Orientador |
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| Catalogação: | 05/JAN/2022 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=56953@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=56953@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.56953 | ||||||||||||
| Resumo: | |||||||||||||
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The internet era had ushered in a complex shopping journey with multiple touchpoints, which influence consumer behavior in favor or against the buying decision. Companies, in this new context, had received the challenge of developing a model capable of accurately measuring the impact of marketing efforts on the company s revenue growth. Despite the high volume of data on user interactions with marketing communications, implementing an attribution model tailored to the reality of a business is far from trivial today. The objective of this paper is to identify the main obstacles that prevent marketers in Brazil from
implementing a more effective attribution model for a journey with multiple touchpoints.
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