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...