PT  - JOURNAL ARTICLE
AU  - Sebastian Klapdor
AU  - Eva Anderl
AU  - Jan H. Schumann
AU  - Florian von Wangenheim
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.