How Online Consumer Segments Differ in Long-term Marketing Effectiveness

Kerstin Reimer, Oliver J. Rutz and Koen Pauwels

Journal of Interactive Marketing, 2014, vol. 28, issue 4, 271-284

Abstract: Online commerce gives companies not only a growing global sales platform, but also powerful consumers enjoying 24/7 availability, choice proliferation and the power to opt in and out permission-based communication. Unfortunately, our knowledge is limited on long-term marketing effectiveness in this space and on how it differs across customer segments. Managers appear overwhelmed by the combination of rich online data on hundreds of thousands of customers and the typical aggregate-level data on offline marketing spending.

Keywords: Long-term effectiveness; Segments; Digital music; Online; Synergy; Advertising; Latent-class segmentation; Vector autoregression (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:28:y:2014:i:4:p:271-284

DOI: 10.1016/j.intmar.2014.05.002

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