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Digital and Social Media Strategies > W4: Slides (Field Experiments) > Flashcards

W4: Slides (Field Experiments) Flashcards

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Digital and Social Media Strategies (10 decks)

W1: B. de Langhe and S. Puntoni, Leading With Decision-Driven Data Analytics, MIT Sloan Management Review, Dec. 7, 2020.

W1: Chintagunta,P.,Hanssens,D. & Hauser,J.(2016).Marketing and Data Science: Together the Future is Ours. NIM Marketing Intelligence Review,8(2) 18-23.

W2: Amazon (2021a). What is marketing attribution? A beginner’s guide Links to an external site.

W2: Kinley, J. (2019). Data-Driven Marketing Attribution Custom Attribution with Cooperative Game Theory.

W2: Marketing Attribution with Markov _ by James Kinley _ Towards Data Science.pdf

W3: Amazon (2021b). What is a media mix and why is it important?

W3: Accenture Market Mix Optimization PapeR

W3: Slides (MMM MMO)

W4: Slides (Field Experiments)

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