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Mapping the customer journey: Lessons learned from graph-based online attribution modeling

Citations

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Cited by:

  1. Försch, Steffen & de Haan, Evert, 2018. "Targeting online display ads: Choosing their frequency and spacing," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 661-672.
  2. Kalayci, Eda & Becker, Jan U. & Barrot, Christian, 2024. "Understanding customers’ choice for digital D2C versus multi-brand operations," Journal of Retailing, Elsevier, vol. 100(2), pages 256-273.
  3. Yi Ding & Haifeng Xu & Chee Wei Phang & Bernard C. Y. Tan, 2025. "Understanding consumers’ online browsing patterns and influence of marketing stimuli: A two-layer sequence analysis approach," Journal of the Academy of Marketing Science, Springer, vol. 53(6), pages 1715-1747, December.
  4. Hoekstra, Janny C. & Leeflang, Peter S.H., 2023. "Thriving through turbulence," European Management Journal, Elsevier, vol. 41(5), pages 730-743.
  5. Rather, Raouf Ahmad & Hollebeek, Linda D., 2021. "Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
  6. Christian Koch & Michael Hartmann, 2023. "Importance of the perceived quality of touchpoints for customer journey analysis – evidence from the B2B sector," Electronic Commerce Research, Springer, vol. 23(3), pages 1515-1538, September.
  7. Du, Ruihuan & Zhong, Yu & Nair, Harikesh S. & Cui, Bo & Shou, Ruyang, 2019. "Causally Driven Incremental Multi Touch Attribution Using a Recurrent Neural Network," Research Papers 3761, Stanford University, Graduate School of Business.
  8. Benedict G. C. Dellaert, 2019. "The consumer production journey: marketing to consumers as co-producers in the sharing economy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 238-254, March.
  9. Hu, Tun-I & Tracogna, Andrea, 2020. "Multichannel customer journeys and their determinants: Evidence from motor insurance," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
  10. Jialie Chen & Vithala R. Rao, 2021. "Measuring the Effects of Marketing Solicitations," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(4), pages 111-122, December.
  11. Barann, Benjamin & Hermann, Andreas & Heuchert, Markus & Becker, Jörg, 2022. "Can't touch this? Conceptualizing the customer touchpoint in the context of omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
  12. Konya-Baumbach, Elisa & Schuhmacher, Monika C. & Kuester, Sabine & Kuharev, Victoria, 2019. "Making a first impression as a start-up: Strategies to overcome low initial trust perceptions in digital innovation adoption," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 385-399.
  13. Santos, Susana & Gonçalves, Helena Martins, 2024. "Consumer decision journey: Mapping with real-time longitudinal online and offline touchpoint data," European Management Journal, Elsevier, vol. 42(3), pages 397-413.
  14. Georgios Filippou & Athanasios G. Georgiadis & Ashish Kumar Jha, 2024. "Establishing the link: Does web traffic from various marketing channels influence direct traffic source purchases?," Marketing Letters, Springer, vol. 35(1), pages 59-71, March.
  15. Thomas Niemand & Sascha Kraus & Sophia Mather & Antonio C. Cuenca-Ballester, 0. "Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-26.
  16. Cheryl Nakata & Elif Izberk-Bilgin & Lisa Sharp & Jelena Spanjol & Anna Shaojie Cui & Stephanie Y. Crawford & Yazhen Xiao, 2019. "Chronic illness medication compliance: a liminal and contextual consumer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 192-215, March.
  17. Linda D. Hollebeek & V. Kumar & Rajendra K. Srivastava & Moira K. Clark, 2023. "Moving the stakeholder journey forward," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 23-49, January.
  18. Lin Feng & Baoping Sun & Kai Wang & Sang-Bing Tsai, 2018. "An Empirical Study on the Design of Digital Content Products from a Big Data Perspective," Sustainability, MDPI, vol. 10(9), pages 1-21, August.
  19. Makoto Mizuno & Hideaki Aoyama & Yoshi Fujiwara, 2021. "Untangling the complexity of market competition in consumer goods—A complex Hilbert PCA analysis," PLOS ONE, Public Library of Science, vol. 16(2), pages 1-23, February.
  20. Gleim, Mark R. & McCullough, Heath & Gabler, Colin & Ferrell, Linda & Ferrell, O.C., 2025. "Examining the customer experience in the metaverse retail revolution," Journal of Business Research, Elsevier, vol. 186(C).
  21. Rene Laub & Klaus M. Miller & Bernd Skiera, 2023. "The Economic Value of User Tracking for Publishers," Papers 2303.10906, arXiv.org, revised Apr 2024.
  22. Ron Berman, 2018. "Beyond the Last Touch: Attribution in Online Advertising," Marketing Science, INFORMS, vol. 37(5), pages 771-792, September.
  23. Herhausen, Dennis & Kleinlercher, Kristina & Verhoef, Peter C. & Emrich, Oliver & Rudolph, Thomas, 2019. "Loyalty Formation for Different Customer Journey Segments," Journal of Retailing, Elsevier, vol. 95(3), pages 9-29.
  24. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
  25. Robert Zimmermann & Andreas Auinger, 2023. "Developing a conversion rate optimization framework for digital retailers—case study," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 233-243, June.
  26. Ratchford, Brian & Soysal, Gonca & Zentner, Alejandro & Gauri, Dinesh K., 2022. "Online and offline retailing: What we know and directions for future research," Journal of Retailing, Elsevier, vol. 98(1), pages 152-177.
  27. Lukáš Kakalejč & Jozef Bucko & Paulo A. A. Resende & Martina Ferencova, 2018. "Multichannel Marketing Attribution Using Markov Chains," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 7(1), pages 49-60, February.
  28. Lim, Hyungsoo & Kim, Chul & Kannan, P.K., 2024. "Unveiling the web of interactions: Analyzing dynamic customer engagements across multiple websites," Journal of Business Research, Elsevier, vol. 183(C).
  29. Anderl, Eva & Wiechert, Lutz, 2016. "Attribution im Online-Marketing: datenbasierte Bewertung von Customer Journeys," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(2), pages 24-31.
  30. Evanschitzky, Heiner & Bartikowski, Boris & Baines, Tim & Blut, Markus & Brock, Christian & Kleinlercher, Kristina & Naik, Parikshit & Petit, Olivia & Rudolph, Thomas & Spence, Charles & Velasco, Carl, 2020. "Digital Disruption in Retailing and Beyond," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 187-204.
  31. Tzu-Chien Wang & Ruey-Shan Guo & Chialin Chen & Chia-Kai Li, 2025. "Multi-Stage Data-Driven Framework for Customer Journey Optimization and Operational Resilience," Mathematics, MDPI, vol. 13(7), pages 1-33, March.
  32. Christian Hildebrand & Tobias Schlager, 2019. "Focusing on others before you shop: exposure to Facebook promotes conventional product configurations," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 291-307, March.
  33. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.
  34. Christina Kuehnl & Danijel Jozic & Christian Homburg, 2019. "Effective customer journey design: consumers’ conception, measurement, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 551-568, May.
  35. Thomas Niemand & Sascha Kraus & Sophia Mather & Antonio C. Cuenca-Ballester, 2020. "Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry," International Entrepreneurship and Management Journal, Springer, vol. 16(4), pages 1367-1392, December.
  36. Nadine Schröder & Carsten D. Schultz & Friederike Paetz & Alicja Grzadziel & Melanie Clegg, 2025. "Unraveling the Influence: Exploring the Role of User Generated Content Along the Customer Journey and Understanding Its Relevance for Research and Practice," Schmalenbach Journal of Business Research, Springer, vol. 77(3), pages 457-496, September.
  37. David A. Schweidel & Yakov Bart & J. Jeffrey Inman & Andrew T. Stephen & Barak Libai & Michelle Andrews & Ana Babić Rosario & Inyoung Chae & Zoey Chen & Daniella Kupor & Chiara Longoni & Felipe Thomaz, 2022. "How consumer digital signals are reshaping the customer journey," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1257-1276, November.
  38. Makoto MIZUNO & Hideaki AOYAMA & Yoshi FUJIWARA, 2020. "Constructing the Customer Journey Map of Competitive Brands: A Complex Time-series Analysis," Discussion papers 20070, Research Institute of Economy, Trade and Industry (RIETI).
  39. Vahideh Sadat Abedi & Oded Berman & Fred M. Feinberg & Dmitry Krass, 2022. "Strategic new product media planning under emergent channel substitution and synergy," Production and Operations Management, Production and Operations Management Society, vol. 31(5), pages 2143-2166, May.
  40. Kaatz, Christopher & Brock, Christian & Figura, Lilli, 2019. "Are you still online or are you already mobile? – Predicting the path to successful conversions across different devices," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 10-21.
  41. Lynn Sudbury-Riley & Philippa Hunter-Jones & Ahmed Al-Abdin & Michael Haenlein, 2024. "When the road is rocky: Investigating the role of vulnerability in consumer journeys," Journal of the Academy of Marketing Science, Springer, vol. 52(4), pages 1045-1068, July.
  42. Raghav Singal & Omar Besbes & Antoine Desir & Vineet Goyal & Garud Iyengar, 2022. "Shapley Meets Uniform: An Axiomatic Framework for Attribution in Online Advertising," Management Science, INFORMS, vol. 68(10), pages 7457-7479, October.
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