PT - JOURNAL ARTICLE AU - Klapdor, Sebastian AU - Anderl, Eva AU - Schumann, Jan H. AU - von Wangenheim, Florian TI - How to Use Multichannel Behavior To Predict Online Conversions AID - 10.2501/JAR-2015-024 DP - 2015 Dec 01 TA - Journal of Advertising Research PG - 433--442 VI - 55 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/55/4/433.short 4100 - http://www.journalofadvertisingresearch.com/content/55/4/433.full SO - J Advert Res2015 Dec 01; 55 AB - Advertisers use multiple online channels to reach consumers over the Internet. Yet, to the current authors' knowledge, little is known about how prior user behavior across these advertising channels can be used to predict conversions. To address this issue, the authors of the current paper drew on advertising-response and purchase decision-making theory, as well as findings about user search and information processing on the web. Analyzing a clickstream data set (electronic records of users' online activity), the authors found that consumer reactions to advertising messages through multiple channels were strong predictors of purchase propensity. Advertisers, the authors believe, can use the results to predict purchasing behavior based on prior reactions to multichannel online advertising and develop individualized targeting strategies.