How to Use Multichannel Behavior to Predict Online Conversions: Behavior Patterns Across Online Channels Inform Strategies for Turning Users Into Paying Customers

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.

How to Use Multichannel Behavior to Predict Online Conversions: Behavior Patterns Across Online Channels Inform Strategies for Turning Users Into Paying Customers

Sebastian Klapdor

McKinsey & Company, Munich

Eva Anderl

FELD M, Munich

Jan H. Schumann

Universität Passau, Germany

Florian von Wangenheim

ETH Zurich, Switzerland

MANAGEMENT SLANT

  • Advertising messages delivered through multiple channels are strong predictors of purchase propensity.
  • Both the total number and number of different sources of website visits positively predict conversion probabilities.
  • Channel order indicates...

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