Guiding consumers towards a purchase

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Guiding consumers

towards a purchase

Investigating the effect of timing of firm-initiated touchpoints within

the customer journey

Alex Buis

Master Thesis Defence Marketing Intelligence & Management 28-01-2020

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Table of

Introduction

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Introduction

Increasing the customer experience

Indicated by 400 managers

Effects of touchpoints not studied within a customer journey

Based on a meta-analysis

Timing of marketing effects is a top priority

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Customer Journey

Consideration stage

Recognizing needs &

considering channels

Visit stage

Information search &

evaluating alternatives

Purchase

Completing the

transaction

(5)

Firm-initiated touchpoints

Banners

Email

Pre-roll

Retargeting

Affiliate

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Conceptual model

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Used models:

Logistic regression -> consideration stage

Multinomial logistic regression -> visit stage

Markov Model -> entire journey

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Splitting up the data into paths

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Channel attribution

Affiliate:

2%

Banner:

2%

Email:

4%

Pre-roll:

2%

Retargeting:

8%

CI:

82%

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Removal Effect

92% _89% 78% _76% 71% 58% 30% 14% _11% _10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Comp etitor webs ite Acco mmod ation web site Foca l bran d web site Inform ation /comp arison webs ite Fligh t tick ets w ebsit e Retar getin g

Email _Pre-ro ll

Bann er

Affilia te

Comparing the FI touchpoints with the 5 most important CI touchpoints

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Affiliate Marketing

Increased odds of

conversion

at the end of the

consideration stage

Increased odds of conversion

at the beginning of the visit

stage

Increased odds of ending the

journey without a purchase

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Banner Advertisements

Increased odds of

transitioning to the visit

stage

Increased odds of ending the

journey without a purchase

Decreased odds of

transitioning to the visit stage

(13)

Email Marketing

Increased odds of transitioning to the visit stage

Increased odds of ending the journey without a purchase

Decreased odds of transitioning to the visit stage

Increased odds of conversion in the consideration stage

Increased odds of _{conversion in the} visit stage

Increased odds of _{transitioning to the} visit stage

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Pre-roll advertisements

Increased odds of ending the

journey without a purchase

Decreased odds of

transitioning to the visit stage

Decreased odds of conversion

to almost 0

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Retargeting

Decreased odds of transitioning & for conversion

Increased odds of conversion in the visit stage

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Implications/contributions & limitations

Firm initiated touchpoints are not effective when a consumer moves closer towards a purchase decision.

Assuming that all journeys are similar across all customers, no segmentation. In the travel industry, visiting a

competitors website is important for conversion.

First to examine the role of timing of touchpoints within a customer

journey.

A few strange results without a good explanation.

Disregarding touchpoints after a purchase, ignoring customer loyalty/satisfaction.

Guiding consumers towards a purchase