Who Buys When and Where? How Channel Design and Consumer Attributes Influence Customer Journey Outcomes

Nadine Ampler (), Christian Koch () and Rainer Olbrich ()
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Nadine Ampler: University of Hagen
Christian Koch: University of Hagen
Rainer Olbrich: University of Hagen

A chapter in Advances in Digital Marketing and eCommerce, 2023, pp 9-19 from Springer

Abstract: Abstract We analyze the extent to which purchase decisions are predetermined by consumer behavior along the customer journey. In this manner, we identify influencing factors that can improve accuracy of customer journey analysis and revenue forecasting. Based on 54,967 customer journey contacts, collected between 2012 and 2020, we run moderator analyses to measure interaction effects on sales of seven consumer attributes and search behaviors. The study shows that channels, number of contacts, time of day, and channel design moderate the effect between customer journey contacts and sales significantly. While previous customer journey research has focused on which channels consumers use, and how many sales were made through those channels, we broaden this perspective by identifying additional variables that must be considered in customer journey analysis. By doing so, we explain differences in customer journey effectiveness better, and help practitioners to improve media budget allocation and create customer-centric marketing strategies.

Keywords: Customer Journey; Customer Journey Analysis; Paid Search (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-31836-8_2

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DOI: 10.1007/978-3-031-31836-8_2

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