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...