Mapping the Customer Journey: Lessons Learned from Graph-Based Online Attribution Modeling

Anderl, Eva; Becker, Ingo; Wangenheim, Florian von; Schumann, Jan H.

doi:10.2139/ssrn.2685167

Cited by 20 publications

(19 citation statements)

References 38 publications

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“…Here, the focus has been on consumers' decision processes, from becoming aware of a company to making a purchase (Lee, 2010) or becoming a loyal customer (Buttle, 2003;Court et al, 2009). In this approach, customers' behaviour and experiences typically are analysed according to a predefined onboarding process, structured in steps such as awareness, familiarity, consideration, purchase, and loyalty (Court et al, 2009), or pre-purchase, purchase, and post-purchase (Lemon and Verhoef, 2016), often supported by customer relationship management (CRM) systems (Buttle, 2003) or web analytics (Anderl et al, 2016;Lee, 2010;Muret, 2013).…”

mentioning

confidence: 99%

Customer journeys: a systematic literature review

Følstad

Kvale

2018

JSTP

264

188

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Purpose -Customer journeys has become an increasingly important topic in service management and design. The study reviews customer journey terminology and approaches within the research literature prior to 2013, mainly from the fields of design, management, and marketing.Design/methodology/approach -The study was conducted as a systematic literature review.Searches in Google Scholar, Scopus, Web of Knowledge, ACM Digital Library, and ScienceDirect identified 45 papers for analysis. The papers were analysed with respect to customer journey terminology and approaches, the relation to customer experience, the referenced background, and the use of visualizations.Findings -Across the reviewed literature, customer journeys are described not only as a means to take the viewpoint of the customer, but also to reach insight into their experiences. A rich and at times incoherent customer journey terminology is analysed and discussed, as are two emerging customer journey approaches: customer journey mapping (analysis of a service process "as is") and customer journey proposition (generative activities leading towards a possible service "to be"). Research limitations/implications -The review is limited to analysing and making claims on research papers that explicitly apply the term customer journey. In most of the reviewed papers, customer journeys are not the main object of interest but are discussed as one of several topics.Practical implications -A nuanced discussion of customer journey terminology and approaches is provided, supporting the practical application of a customer journey perspective.Originality/value -The review contributes a needed common basis for future customer journey research and practice.

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mentioning

confidence: 99%

Customer journeys: a systematic literature review

Følstad

Kvale

2018

JSTP

264

188

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“…Online marketing managers often base their decisions on simple heuristics, combined with personal expertise. Personal preferences are still prevalent despite the volume of data available (Anderl et al 2013). In the case of hospitality companies, the experience states that they can increase their market share and growth rates by increasing their brand loyal customers (Tepeci 1999).…”

Section: Hypothesesmentioning

confidence: 99%

Customer preferences versus managerial decision-making in open innovation communities: the case of Starbucks

Torres

Rodriguez-Piñero

Toral

2015

Technology Analysis & Strategic Management

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Customers can participate in open innovation communities posting innovation ideas, which in turn can receive comments and votes from the rest of the community, highlighting user preferences. However, the final decision about implementing innovations corresponds to the company. This paper is focused on the customers' activity in open innovation communities. The aim is to identify the main topics of customers' interests in order to compare these topics with managerial decision-making. The results obtained reveal first that both votes and comments can be used to predict user preferences; and second, that customers tend to promote those innovations by reporting more comfort and benefits. In contrast, managerial decisions are more focused on the distinctive features associated with the brand image.

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“…Even though affiliate marketing is one potential online channel (Anderl et al, 2016;Klapdor et al, 2015), research on affiliate marketing is limited to specific topics, for example, trust building (Gregori et al, 2014;Haq, 2012), differences across product categories (Brear and Barnes, 2008;Papatla and Bhatnagar, 2002;Lee and Lee, 2012), control and contract design (Fox and Wareham, 2010;Gilliland and Rudd, 2013), and fraudulent behaviour (Edelman, 2009;Edelman and Brandi, 2015;Miehling et al, 2010). The present study advances research on affiliate marketing by addressing the interaction between affiliate marketing and social media.…”

Section: Introductionmentioning

confidence: 99%

The effect of social media and advertising activities on affiliate marketing

Olbrich

Schultz

Bormann

2019

IJIMA

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The study uses data from a service company to analyse if social media and advertising activities affect affiliate marketing results. The dataset spans a six month period, registering 611,081 ad impressions, 15,082 clicks, and 2,672 social media messages. The results from affiliates using social media are analysed and then compared to the results of affiliates not using social media. The study adds to the affiliate marketing literature by analysing the used ad media, commission amount, length of partnership, and business focus as campaign variables. Further, it adds to the multichannel literature: microblogging social media activities of affiliates positively affect the number of ad impressions and to a lesser extent the number of affiliate leads. As social media activities of affiliates affect the results of the affiliate marketing campaign, merchants may include social media data to get a more detailed picture of affiliate activities and performances.

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Mapping the Customer Journey: Lessons Learned from Graph-Based Online Attribution Modeling

Cited by 20 publications

References 38 publications

Customer journeys: a systematic literature review

Customer journeys: a systematic literature review

Customer preferences versus managerial decision-making in open innovation communities: the case of Starbucks

The effect of social media and advertising activities on affiliate marketing

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