E. Molina Ferragut, J. Tejada, T. Weiss

En esta comunicación, proponemos y analizamos dos enfoques de teoría de juegos para diseñar mecanismos de atribución para campañas de marketing multicanal. Ambos enfoques se basan en una función de rendimiento que proporciona el beneficio obtenido en cada una de las rutas de conversión observadas. El primer enfoque considera el problema como un juego de utilidad transferible cooperativo, y los mecanismos de atribución propuestos se basan en el valor de Shapley. El segundo enfoque modela el problema como un problema de bancarrota y el mecanismo de atribución propuesto se basa en la regla de igualdad de pérdidas restringida. También ampliamos los enfoques anteriores para tratar los casos en los que se tiene en cuenta la posición o la repetición de los canales en las rutas de conversión.

Keywords: juegos cooperativos, marketing, atribución, valor de Shapley, bancarrota.

Scheduled

GT02 Teoría de Juegos IV. Teoría de juegos, comunicación y repartos
June 10, 2022  4:00 PM
A14


Other papers in the same session

Reglas de bancarrota para situaciones con demandas no aditivas

M. Pulido Cayuela, E. Algaba Duran, J. Sánchez-Soriano


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  • 6/8/22
    Visit Alhambra

    Tomorrow, Thursday, we will visit the Alhambra. 1. At 7:00 p.m., buses will start leaving from the door of the Hotel Granada Center (in front of the door of the Faculty of Sciences) 2. Upon arrival, groups with guides will be organized. 3. There will be groups in English language. These groups will wait at the destination until the arrival of all buses. 4. After the visit to the Alhambra we will walk to the Carmen de los Mártires to have a cocktail. 5. On the way back, we can go back by bus, which will leave from the same place where they left us at the Alhambra. 6. Although the way to the Alhambra by bus seems long, it really is close to the city. We invite you, whoever wishes, to go down for a pleasant walk. 7. Do not forget to take your Alhambra ticket and your identity card or passport. The document must be the same whose number matches the ticket number you have.

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