Marketing's profit impact: quantifying online and off-line funnel progression

Name: Marketing's profit impact: quantifying online and off-line funnel progression
Author: Wiesel, T., Pauwels, Koen Hendrik, Arts, J.

İsim	Marketing's profit impact: quantifying online and off-line funnel progression
Yazar	Wiesel, T., Pauwels, Koen Hendrik, Arts, J.
Basım Tarihi:	2011
Basım Yeri	- Informs
Konu	Profit impact of marketing activities, Off-line and online; persistence modeling, Field experiment
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0732-2399
Kayıt Numarası	eb964598-775b-4918-91d9-be289ac8587c
Lokasyon	Business Administration
Tarih	2011
Notlar	Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Örnek Metin	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

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Marketing's profit impact: quantifying online and off-line funnel progression

Yazar Wiesel, T., Pauwels, Koen Hendrik, Arts, J.

Basım Tarihi 2011

Basım Yeri - Informs

Konu Profit impact of marketing activities, Off-line and online; persistence modeling, Field experiment

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0732-2399

Kayıt Numarası eb964598-775b-4918-91d9-be289ac8587c

Lokasyon Business Administration

Tarih 2011

Notlar Due to copyright restrictions, the access to the full text of this article is only available via subscription.

Örnek Metin 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