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Marketers are currently focused on proper budget allocation to maximize ROI from online advertising. They use conversion attribution models assessing the impact of specifi c media channels (display, search engine ads, social media, etc.). Marketers use the data gathered from paid, owned, and earned media and do not take into consideration customer activities in category media, which are covered by the OPEC (owned, paid, earned, category) media model that the author of this paper proposes. Thedoi:10.7172/2449-6634.jmcbem.2020.1.1 fatcat:7cw57fi3fvdaplmuznfi4omyci