Thesis
- Subject:
- Analyse de la performance marketing à travers les modèles d'attribution
- Supervisor:
- Hatim BENYOUSSEF
- Institution:
- Ibn Tofail University
Publications
El Mekkaoui, Z. E. A., & Benyoussef, H. (2025). Advanced multi-touch attribution for improved marketing analytics. In Artificial Intelligence and Data Analytics for Innovative Applications in Engineering, Sustainability and Technology, 183-191. Cham: Springer Nature SwitzerlandDOI: 10.1007/978-3-031-90318-2_21
El Mekkaoui, Z. E. A., & Benyoussef, H. (2025). The evolution of multi-touch attribution: Integrating advanced technologies for superior marketing insights. In International Conference on Advanced Intelligent Systems for Sustainable Development, 426-435. Cham: Springer Nature SwitzerlandDOI: 10.1007/978-3-031-91334-1_37
El Mekkaoui, Z. E. A., & Benyoussef, H. (2024). Multi-Touch Attribution en marketing : Analyse bibliométrique et revue des perspectives. Revue de Publicité et de Communication Marketing, 2(2)DOI: 10.34874/PRSM.rpcom-vol2iss2.51624