Das gemeinsam mit Sebastian Klapdor und Prof. Dr. Florian von Wangenheim (ETH Zürich) verfasste Paper „Using Multichannel Behavior to Predict Online Conversions” wurde beim Journal of Advertising Research zur Veröffentlichung angenommen.
Abstract des Beitrags:
Advertisers employ multiple online channels to reach consumers over the Internet. Yet little is known about how prior user behavior across these advertising channels can be used to predict conversions. To address this issue, the authors draw on advertising response and purchase decision-making theory, as well as findings about user search and information processing on the Web. Using a large consumer-level clickstream data set, they find that consumer reactions to advertising messages through multiple channels are strong predictors of purchase propensity. Advertisers can use the results to predict purchasing behavior based on prior reactions to multichannel online advertising and develop individualized targeting strategies.