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EMAC 2022 Annual

Assessing customer journeys with survey-based attribution modelling

Published: May 24, 2022


Anssi Tarkiainen, Lappeenranta University of Technology


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.