Dynamic customer journey analysis and its advertising impact
Author:
Affiliation:
1. Chair of Marketing, University of Hagen, Hagen, Germany
2. Business Informatics, especially Data Science and Process Mining, Fachhochschule Dortmund – University of Applied Sciences and Arts, Dortmund, Germany
Publisher
Informa UK Limited
Subject
Marketing,Strategy and Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/0965254X.2023.2171475
Reference55 articles.
1. Customer experience from a self-service system perspective
2. Mapping the customer journey: Lessons learned from graph-based online attribution modeling
3. Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys
4. Cross-Industrial User Channel Preferences on the Path to Online Purchase: Homogeneous, Heterogeneous, or Mixed?
5. Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing
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1. Who Buys When and Where? How Channel Design and Consumer Attributes Influence Customer Journey Outcomes;Advances in Digital Marketing and eCommerce;2023
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