Attributing Conversions in a Multichannel Online Marketing Environment An Empirical Model and a Field Experiment
Vol. LI (February 2014) 40 56 *Hongshuang (Alice) Li is a doctoral candidate in Marketing (hli2@ rhsmith. umd.edu) and P.K. Kannan is Ralph J. Tyser Professor of Marketing Science (pkannan@rhsmith.umd.edu) Robert H. Smith School of Business, University of Maryland, College Park. The authors acknowledge the support of Marketing Science Institute through its grant #4 1680 for this research. The authors also thank the reviewers for their suggestions to improve the article as well as David Godes, Yogesh Joshi, Rebecca Ratner, Roland Rust, Michael Trusov, Michel Wedel, and Jie Zhang for their comments on earlier versions. V. Kumar served as associate editor for this article. HONGSHUANG (ALICE) LI and P.K. KANNAN*