Get the most bang for your marketing buck: To what extent can algorithmic methodologies improve marketing budget allocation?

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Keywords	Marketing Budget Allocation, Marketing Mix Modelling, Robyn, Marketing Attribution, Shapley, Markov
Thesis Advisor	Gabel, Sebastian, Roos, J.M.T.
Persistent URL	hdl.handle.net/2105/71056
Series	Business Analytics & Management
Organisation	Rotterdam School of Management
Citation APA Style AAA Style APA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	van Santen, Jelle. (2024, January 30). Get the most bang for your marketing buck: To what extent can algorithmic methodologies improve marketing budget allocation?. Business Analytics & Management. Retrieved from http://hdl.handle.net/2105/71056

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