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Dynamische Customer-Journey-Analyse: Entwicklung Und Anwendung Einer Methodik Zur Kontinuierlichen Prognose Der Wertbeiträge Von Werbekanälen
Paperback
Series: Marketing Und Marktorientierte Unternehmensführung
ISBN13: 9783658459406
Publisher: Springer Gabler
Published: Oct 4 2024
Pages: 210
Weight: 0.62
Height: 0.49 Width: 5.83 Depth: 8.27
Language: German
In dem vorliegenden Buch wird eine neuartige Methodik zur kontinuierlichen Prognose der Wertbeiträge von Werbekanälen im Rahmen von Mehrkanalstrategien präsentiert und auf Basis eines umfang-reichen Datensatzes aus über 49.000 realen Customer Journeys getestet. Durch eine dynamische Verarbeitung von Customer-Journey-Daten und die Variation von Datenerhebungszeiträumen können Werbetreibende die zukünftigen Wertbeiträge von Werbekanälen genauer prognostizieren und ihre Werbebudgets zielgerichteter einsetzen. Neben den in Rahmen dieses Werkes verwendeten Markov-Graphen kann die entwickelte Methodik auch auf zahlreiche weitere Attributionsmodelle und Untersuchungsgegenstände angewendet werden. Dies macht sie sowohl für die akademische Forschung als auch für praktische Anwendungen äu erst relevant.
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