Clip 5 - Anderl et al., 2016 - Findings

4 important questions on Clip 5 - Anderl et al., 2016 - Findings

One of the findings shows what the strongest predictor is of future purchases, what is this?

Past purchases.

One of the findings indicates that online marketing has a long-term effectiveness, what does this mean?

Consumer activities in the past influence purchase probability in the present. Retailers should consider more than just last click when determining effectiveness.

One of the findings shows there is a negative interaction effect between what and what?

Between past clicks in branded CICs and current clicks in generic CICs.
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A positive interaction effect between past clicks in generic CICs and current clicks in FICs is identified, what is this effect largely driven by?

The Retailer's retargeting strategy and thus provides evidence of the effectiveness of multichannel retargeting strategies.

The question on the page originate from the summary of the following study material:

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