Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual

EMAC 2022 Annual


Assessing customer journeys with survey-based attribution modelling
(A2022-106455)

Published: May 24, 2022

AUTHORS

Anssi Tarkiainen, Lappeenranta University of Technology

ABSTRACT

Contemporary approach to understanding consumer behaviour is to view it as a customer journey, in which the consumers interactions with brands and firms occurs through touch-points in multiple channels and media. While quantitative approaches, such as attribution modelling, are seen as effective methods to map these customer journeys and to attribute value to touch-points, there are several challenges in practice. There are ongoing changes in technology and access to data (e.g. decline of 3rd party cookies, changes in regulation), it is challenging to integrate data from online and offline channels, measuring value of word-of-mouth and other informal information sources. Many marketing scholars and practitioners are overwhelmed with these issues. This paper demonstrates an easy-to-use and easy-access approach for doing this with a survey approach. The paper reports findings of a pre-test, showing how many of the above mentioned challenges can be overcome.