A Graphical Point Process Framework for Understanding Removal Effects in Multi-Touch Attribution

Jun Tao
Jun Tao
[email protected]
Digital Experience, Adobe Inc., San Jose, California 95110
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,
Qian Chen
Corresponding Author
Qian Chen
[email protected]
https://orcid.org/0000-0003-1894-2824
Smeal College of Business, The Pennsylvania State University, University Park, Pennsylvania 16802
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,
James W. Snyder, Jr.
James W. Snyder, Jr.
[email protected]
Digital Experience, Adobe Inc., San Jose, California 95110
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,
Arava Sai Kumar
Arava Sai Kumar
[email protected]
Digital Experience, Adobe Inc., San Jose, California 95110
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Amirhossein Meisami
Amirhossein Meisami
[email protected]
Digital Experience, Adobe Inc., San Jose, California 95110
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,
Lingzhou Xue
Corresponding Author
Lingzhou Xue
[email protected]
https://orcid.org/0000-0002-8252-0637
Eberly College of Science, The Pennsylvania State University, University Park, Pennsylvania 16802
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Jun Tao

[email protected]

Digital Experience, Adobe Inc., San Jose, California 95110

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,

Corresponding Author

Qian Chen

[email protected]

https://orcid.org/0000-0003-1894-2824

Smeal College of Business, The Pennsylvania State University, University Park, Pennsylvania 16802

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,

James W. Snyder, Jr.

James W. Snyder, Jr.

[email protected]

Digital Experience, Adobe Inc., San Jose, California 95110

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,

Arava Sai Kumar

Arava Sai Kumar

[email protected]

Digital Experience, Adobe Inc., San Jose, California 95110

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,

Amirhossein Meisami

Amirhossein Meisami

[email protected]

Digital Experience, Adobe Inc., San Jose, California 95110

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,

Corresponding Author

Lingzhou Xue

[email protected]

https://orcid.org/0000-0002-8252-0637

Eberly College of Science, The Pennsylvania State University, University Park, Pennsylvania 16802

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Published Online:11 Dec 2024https://doi.org/10.1287/mnsc.2023.00457

Supplemental Material

The replication files for this article are available HERE.

mnsc.2023.00457.sm1.pdf

cover image Management Science

Volume 71, Issue 9

September 2025

Pages vii-x, 7223-8095, iv-vi

Article Information

Supplemental Material

Metrics

Information

Received:February 09, 2023
Accepted:June 26, 2024
Published Online:December 11, 2024

Copyright © 2024, INFORMS

Cite as

Jun Tao, Qian Chen, James W. Snyder, Jr., Arava Sai Kumar, Amirhossein Meisami, Lingzhou Xue (2024) A Graphical Point Process Framework for Understanding Removal Effects in Multi-Touch Attribution. Management Science 71(9):7312-7332.

https://doi.org/10.1287/mnsc.2023.00457

Keywords

Acknowledgments

The authors thank the editor, the associate editor, and three anonymous reviewers for their insightful comments and suggestions. The authors made the following contributions. Jun Tao, Qian Chen, and Lingzhou Xue contributed to the methodology and theory. Jun Tao, Qian Chen, James W. Synder, Jr., Arava Sai Kumar, and Amirhossein Meisami designed and performed the numerical experiments. Jun Tao, Qian Chen, and Lingzhou Xue wrote the paper and prepared the revision. All authors discussed the results and commented on the manuscript.