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This PhD project aims to contribute to the emerging body of research on multi-touchpoint attribution and provide a better understanding of customers’ responses to multiple touchpoints with particular focus on customer journeys.

Nowadays, given that companies can easily observe customers interactions with different touchpoints in the purchase funnel on an individual level, there is a heightened interest in multi-touchpoint attribution modeling and an increasing research in the domain of multi-touchpoint management and customer journeys. However, the complexity and the diversity of the topics in the domain keep providing various research opportunities since there are still many untapped mechanisms and dynamics that future research needs to examine.