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Return on investment and return on ad spend at the action level of AIDA using last touch attribution method on digital advertising platforms
K.V. Sriram; Anup Ananda Poojary; Vineet Jawa; Giridhar B. Kamath
International Journal of Internet Marketing and Advertising (IJIMA), 2022 Vol.17 No.1/2, pp.111 - 132
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