This master thesis presents a case study focusing on the use of heuristic attribution models in multi-channel marketing of Company X. The aim of the research was to demonstrate the use of this approach in the analysis of multi-channel marketing (primarily online) and to examine how this approach can contribute to the optimisation of multi-channel strategies. The research was based on data from Company X's different marketing channels, such as digital advertising, email, social networks and search engines. The conversion was defined as an online purchase on Company X's website. The analysis was carried out using Google Analytics 4 and their six heuristic models. For comparison, the data-driven model in Google Analytics 4 was also used. The results showed that the use of heuristic attribution models provides a better understanding of the impact of individual channels on conversions and a better understanding of the channels on the path to conversion. In conclusion, although heuristic attribution models show some limitations, we recommend their use in the design of multi-channel marketing channels to improve their effectiveness.
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