ANDREASYAN, A. Toward sustainable ROI governance in marketing: Integrating multi-touch attribution and incrementality testing for evidence-based budget decisions. Economics, Management and Sustainability, [S. l.], v. 11, n. 1, p. 218–227, 2026. DOI: 10.14254/jems.2026.11-1.12. Disponível em: https://jems.sciview.net/index.php/jems/article/view/281. Acesso em: 14 jul. 2026.