Attribution at Springer Nature: Understanding the Journey of Journal Submissions
Tuesday, October 4, 2022
For a publisher it is key to understand the customer journey of a submission process i.e., which online touchpoints and marketing channels drive submission. An attribution model has been evaluated using different machine learning approaches and is introduced into the marketing organisation of Springer Nature. The combination of describing elements with a predictive component and simulation approach helped us the understand the journey, prioritize and quantify the value of marketing activities.