Author
Wiesel, T., Pauwels, Koen Hendrik, Arts, J.
Publication Date
2011
Publication Place
-
Informs
Subject
Profit impact of marketing activities, Off-line and online; persistence modeling, Field experiment
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
0732-2399
Record ID
eb964598-775b-4918-91d9-be289ac8587c
Library Location
Business Administration
Date
2011
Notes
Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Sample Text
Inofec, a small- to medium-sized enterprise in the business-to-business sector, desired a more analytic approach to allocate marketing resources across communication activities and channels. We developed a conceptual framework and econometric model to empirically investigate (1) the marketing communication effects on offline and online purchase funnel metrics and (2) the magnitude and timing of the profit impact of firm-initiated and customer-initiated contacts. We find evidence of many cross-channel effects, in particular, off-line marketing effects on online funnel metrics and online funnel metrics on off-line purchases. Moreover, marketing communication activities directly affect both early and later purchase funnel stages (website visits, online and off-line information, and quote requests). Finally, we find that online customer-initiated contacts have substantially higher profit impact than off-line firm-initiated contacts. Shifting marketing budgets toward these activities in a field experiment yielded net profit increases 14 times larger than those for the status quo allocation.
DOI
10.1287/mksc.1100.0612
Cilt
30
