• This study compares human values and attitudes, segmentation bases widely applied in practice, in terms of their predictive power on online-marketing responsiveness—that is, how they differentiate consumers’ click and order behavior in different online-marketing channels and brand-purchase behavior.
  • Using an extensive real-life sample, the study identifies the most powerful of the segmentation bases for each type of marketing channel.
  • On the basis of these findings, practitioners will be able to custom tailor and fine-tune their segmentation models for their specific needs in online marketing to link them closely to actual click and order behavior of consumers.


Online marketing has become a crucial pillar in the marketing arsenal in recent years and has grown immensely (Breuer, Brettel, and Engelen, 2011; Kim and McMillan, 2008; Li and Kannan, 2014). Technology-enabled data collection and interactivity in online marketing allow for radically new ways of communicating to and with consumers (Lambrecht and Tucker, 2013). The tool set in online marketing and especially online advertising comprises different instruments, such as display banners, search-engine optimization, and affiliate marketing (Li and Kannan, 2014).