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
McKinsey & Company, Munich
FELD M, Munich
Jan H. Schumann...