IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-38572-9_16.html
   My bibliography  Save this book chapter

Marketingeffizienz durch Attribution in digitalen Customer Journeys

In: Marketing und Innovation in disruptiven Zeiten

Author

Listed:
  • Michael Bathen

    (Universität Trier)

  • Katharina Ferreira-Bathen

    (Universität Trier)

  • Tobias Wolf

    (Universität Trier)

Abstract

Zusammenfassung Nie waren Konsumenten mehr Werbeeindrücken ausgesetzt als heute. Dies führt dazu, dass viele Botschaften aufgrund des kundenseitigen Information Overloads nicht verarbeitet werden. Daher ist es umso wichtiger für Unternehmen sich in die Kundenprozesse zu integrieren und Botschaften im richtigen Kontext zu platzieren, um so zu einer besseren Customer Experience beizutragen. Dank der zunehmenden Bedeutung digitaler Touchpoints in den Konsumentenprozessen entstehen neue Möglichkeiten der kundenindividuellen Analyse und Ansprache. In einer empirischen Case Study werden unterschiedliche Touchpoints mit Hilfe Bayesscher Netze auf ihren Beitrag zum Marketingerfolg hin untersucht.

Suggested Citation

  • Michael Bathen & Katharina Ferreira-Bathen & Tobias Wolf, 2023. "Marketingeffizienz durch Attribution in digitalen Customer Journeys," Springer Books, in: Michael Kleinaltenkamp & Lorenz Gabriel & Julian Morgen & Mi Nguyen (ed.), Marketing und Innovation in disruptiven Zeiten, chapter 0, pages 385-401, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38572-9_16
    DOI: 10.1007/978-3-658-38572-9_16
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-38572-9_16. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.