Competitive Analytics of Multi-channel Advertising and Consumer Inertia
نویسندگان
چکیده
The spurts and multiplicity of Internet advertising have made multi-channel attribution an immediate challenge to marketing practitioners. We propose an integrated individual-level choice model that considers three stages of a consumer’s purchase funnel – awareness, alternative evaluation and purchase across all competitors to analyze the effects of touches on (1) consumers’ choice of entry site, (2) their subsequent search decisions about other websites in the awareness set, and (3) their subsequent purchases at one of the searched websites.
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تاریخ انتشار 2015