Clip 5 - Anderl et al., 2016 - Managerial Implications

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

There are several managerial implications that can be made due to the findings in the study, the proposed taxonomy and statistical model should help firms predict what?

Consumer's purchase propensity and timing.

What can managers improve with the information found in this article?

Their retargeting. With information about consumer's channel movement firms can better predict consumer's purchase decision making.

Implications can be made for real-time bidding, what does this mean?

A company should increase its maximum bids for generic keywords for customers with prior clicks in FICs.
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Furthermore the findings of the article indicate that customer journey information can be used to customise the experience of users, how can this be done?

By developing individualised marketing and targeting strategies through using customer journey information to customise the landing pages for users in different stages of the purchase decision process.

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

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