Inferring marketing channel relevance in the customer journey to online purchase

Wooff, D.A.; Anderson, J.M.

Inferring marketing channel relevance in the customer journey to online purchase

Wooff, D.A.; Anderson, J.M.

Authors

D.A. Wooff

J.M. Anderson

Abstract

In this paper we address the problem of inferring marketing channel importance for the customer journey to online purchase, using sequential data analysis ideas. We suggest a method for inferring the relative value of channels using historical data. We propose metrics for source, intermediary, and destination channels based on two- and three-step transitions in fragments of the customer journey. We comment on the difficulties of formal hypothesis testing. We illustrate the ideas and computations using data from a major UK online retailer.

Citation

Wooff, D., & Anderson, J. (2013). Inferring marketing channel relevance in the customer journey to online purchase

Publication Date	2013-11
Deposit Date	Oct 28, 2013
Publicly Available Date	Oct 29, 2013
Keywords	Sequential analysis, Channel relevance, Online marketing, Path to conversion, Clickstream, Digital marketing, E-commerce.