How to use multichannel behavior to predict online conversions : behavior patterns across online channels inform strategies for turning users into paying customers
Sebastian Klapdor (McKinsey & Company, Munich), Eva Anderl (FELD M, Munich), Jan H. Schumann (Universität Passau, Germany), Florian von Wangenheim (ETH Zürich, Switzerland)
| Year of publication: |
December 2015
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|---|---|
| Authors: | Klapdor, Sebastian ; Anderl, Eva ; Schumann, Jan Hendrik ; Wangenheim, Florian von |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 55.2015, 4, p. 433-442
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| Subject: | Werbeplanung | Advertising planning | Multikanalvertrieb | Multichannel strategy | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Wechselverhalten | Switching behaviour | Kaufmotiv | Consumer motivation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2015-024 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011429169