D.A. Wooff
Inferring marketing channel relevance in the customer journey to online purchase
Wooff, D.A.; Anderson, J.M.
Authors
J.M. Anderson
Abstract
In this paper we address the problem of inferring marketing channel importance for the customer journey to online purchase, using sequential data analysis ideas. We suggest a method for inferring the relative value of channels using historical data. We propose metrics for source, intermediary, and destination channels based on two- and three-step transitions in fragments of the customer journey. We comment on the difficulties of formal hypothesis testing. We illustrate the ideas and computations using data from a major UK online retailer.
Citation
Wooff, D., & Anderson, J. Inferring marketing channel relevance in the customer journey to online purchase
| Working Paper Type | Working Paper |
|---|---|
| Publication Date | 2013-11 |
| Deposit Date | Oct 28, 2013 |
| Publicly Available Date | Oct 29, 2013 |
| Keywords | Sequential analysis, Channel relevance, Online marketing, Path to conversion, Clickstream, Digital marketing, E-commerce. |
| Public URL | https://durham-repository.worktribe.com/output/1168059 |
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