How data and user behaviour analysis impacts sales — especially via mobile

Enrico Pavan

Applied Marketing Analytics: The Peer-Reviewed Journal, 2015, vol. 1, issue 2, 146-153

Abstract: This paper presents a case study on how an organisation improved the percentage of purchases by browsers using smartphones to browse its site. The main focus is on understanding how to improve the performance of mobile and traditional ecommerce, especially during the primary annual Western holiday period (Halloween to Christmas), while reducing the amount spent in search advertising campaigns in favour of direct mail marketing and display campaigns. Over the course of this case study, the characteristics of the users that form the basis of visits to the site and the strategies used to retain them and turn them into repeat buyers — especially from mobile — will emerge. This paper also reviews relevant customer journey models and strategies to optimise them, thus making customer journeys more successful.

Keywords: mobile commerce; customer journey; data analysis; direct mail marketing; display campaigns (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/802/download/ (application/pdf)
https://hstalks.com/article/802/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2015:v:1:i:2:p:146-153

Access Statistics for this article

More articles in Applied Marketing Analytics: The Peer-Reviewed Journal from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().