Journey to Purchase
Where does purchasing start? Web browsing? When you drive to a store? Or when you let your geolocalization solve for a place to shop? Benefits sought by consumers evolve as the journey progresses, and online and offline marketing actions must be tuned to key journey points.
Beyond Likes and Tweets: Marketing, Social Media Content, and Store PerformanceDec 31, 2013 Koen Pauwels, E. Craig Stacey, and Andrew Lackman, 2013, 13-125
Analyzes the short-term and long-term effects of social media word-of-mouth conversation content on physical store and online store traffic for a major clothing retailer, using vector autoregression (VAR) model.
The Power of Content-Integrated AdvertisingNov 11, 2013
Evert de Haan, Thorsten Wiesel, and Koen Pauwels evaluated a wide range of new and traditional advertising methods: e-mail, TV, radio, product placement, editorials and public relations, paid search, portals, price comparison, referrals, and retargeting.
Pricing Online Content: Fee or Free?Oct 23, 2013 Anja Lambrecht and Kanishka Misra, 2013, 13-122
Estimates how free versus paid content affects site viewership and empirically quantifies the trade-off between advertising and subscription revenues, using data set from ESPN.com.
How Does Mobile Marketing Affect the Shopper’s Journey?Sep 27, 2013
Understanding how mobile marketing affects the consumer shopping journey is vitally important.
Do Online Behavior Tracking or Attitude Survey Metrics Drive Brand Sales? An Integrative Model of Attitudes and Actions on the Consumer BoulevardSep 25, 2013 Koen Pauwels and Bernadette van Ewijk, 2013, 13-118
Compares performance of online behavior metrics and attitude survey metrics in explaining and predicting sales. Develops the "Consumer Boulevard" of interactions among marketing, metrics, and sales for 36 brands over 15 categories in the Netherlands.
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