Inferring marketing channel relevance in the customer journey to online purchase.

摘要

In this paper we address the problem of inferring marketing channel importance for the customerudjourney to online purchase, using sequential data analysis ideas. We suggest a method for inferringudthe relative value of channels using historical data. We propose metrics for source, intermediary, anduddestination channels based on two- and three-step transitions in fragments of the customer journey. Weudcomment on the difficulties of formal hypothesis testing. We illustrate the ideas and computations usinguddata from a major UK online retailer.