RT Journal Article
SR Electronic
T1 How to Use Multichannel Behavior To Predict Online Conversions
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 433
OP 442
DO 10.2501/JAR-2015-024
VO 55
IS 4
A1 Klapdor, Sebastian
A1 Anderl, Eva
A1 Schumann, Jan H.
A1 von Wangenheim, Florian
YR 2015
UL http://www.journalofadvertisingresearch.com/content/55/4/433.abstract
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.