Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys
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- 作者：Eva Anderla ; eva.anderl@uni-passau.de" class="auth_mail" title="E-mail the corresponding author ; Jan Hendrik Schumanna ; jan.schumann@uni-passau.de" class="auth_mail" title="E-mail the corresponding author ; Werner Kunzb ; werner.kunz@umb.edu" class="auth_mail" title="E-mail the corresponding author
- 关键词：Multichannel ; Customer journey ; Online marketing ; Purchase decision process ; Clickstream
- 刊名：Journal of Retailing
- 出版年：2016
- 出版时间：June 2016
- 年：2016
- 卷：92
- 期：2
- 页码：185-203
- 全文大小：1218 K
文摘
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We propose a taxonomy for online channels based on contact origin and brand usage.
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We employ a proportional hazard model to handle multichannel customer journeys.
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We uncover meaningful interaction effects between contacts across channel types.
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Channel usage facilitates inferences on underlying purchase decision processes.