IDEAS home Printed from https://ideas.repec.org/a/gam/jforec/v1y2018i1p6-89d169664.html
   My bibliography  Save this article

Forecasting the Effects of In-Store Marketing on Conversion Rates for Online Shops

Author

Listed:
  • Holger Fink

    (Department of Computer Science and Mathematics, Munich University of Applied Sciences, Lothstrasse 64, 80335 Munich, Germany
    Center for Quantitative Risk Analysis, Department of Statistics, Ludwig-Maximilians-Universität München, Akademiestrasse 1/I, 80799 Munich, Germany)

  • Yvonne Graf

    (Chair of Strategic Industrial Marketing, Institute of Business Administration, University of Regensburg, Universitätsstrasse 31, 93053 Regensburg, Germany)

Abstract

As webstores usually face the issue of low conversion rates, finding ways to effectively increase them is of special interest to researchers and practitioners alike. However, to the best of our knowledge, no one has yet empirically investigated the usefulness of various in-webstore marketing tools like coupons or different types of product recommendations. By analysing clickstream data for a shoe and a bed online store, we are contributing to closing this gap. In particular, we use our present data to build more general hypotheses on how such purchasing incentives might function and on how they could be used in practice.

Suggested Citation

  • Holger Fink & Yvonne Graf, 2018. "Forecasting the Effects of In-Store Marketing on Conversion Rates for Online Shops," Forecasting, MDPI, vol. 1(1), pages 1-20, September.
    • Handle: RePEc:gam:jforec:v:1:y:2018:i:1:p:6-89:d:169664
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2571-9394/1/1/6/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2571-9394/1/1/6/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Avi Goldfarb & Catherine Tucker, 2011. "Online Display Advertising: Targeting and Obtrusiveness," Marketing Science, INFORMS, vol. 30(3), pages 389-404, 05-06.
    2. Hans Haans & Néomie Raassens & Roel Hout, 2013. "Search engine advertisements: The impact of advertising statements on click-through and conversion rates," Marketing Letters, Springer, vol. 24(2), pages 151-163, June.
    3. Wendy W. Moe & Peter S. Fader, 2004. "Dynamic Conversion Behavior at E-Commerce Sites," Management Science, INFORMS, vol. 50(3), pages 326-335, March.
    4. Michael Braun & Wendy W. Moe, 2013. "Online Display Advertising: Modeling the Effects of Multiple Creatives and Individual Impression Histories," Marketing Science, INFORMS, vol. 32(5), pages 753-767, September.
    5. Malhotra, Naresh K, 1984. "Reflections on the Information Overload Paradigm in Consumer Decision Making [Perspectives on Information Overload]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(4), pages 436-440, March.
    6. Alexander Bleier & Maik Eisenbeiss, 2015. "Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where," Marketing Science, INFORMS, vol. 34(5), pages 669-688, September.
    7. Ai, Chunrong & Norton, Edward C., 2003. "Interaction terms in logit and probit models," Economics Letters, Elsevier, vol. 80(1), pages 123-129, July.
    8. Jenny Doorn & Janny Hoekstra, 2013. "Customization of online advertising: The role of intrusiveness," Marketing Letters, Springer, vol. 24(4), pages 339-351, December.
    9. Jacoby, Jacob, 1984. "Perspectives on Information Overload," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(4), pages 432-435, March.
    10. Lizhen Xu & Jason A. Duan & Andrew Whinston, 2014. "Path to Purchase: A Mutually Exciting Point Process Model for Online Advertising and Conversion," Management Science, INFORMS, vol. 60(6), pages 1392-1412, June.
    11. Anindya Ghose & Sha Yang, 2009. "An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets," Management Science, INFORMS, vol. 55(10), pages 1605-1622, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anderl, Eva & Schumann, Jan Hendrik & Kunz, Werner, 2016. "Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys," Journal of Retailing, Elsevier, vol. 92(2), pages 185-203.
    2. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    3. Thomas Niemand & Sascha Kraus & Sophia Mather & Antonio C. Cuenca-Ballester, 2020. "Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry," International Entrepreneurship and Management Journal, Springer, vol. 16(4), pages 1367-1392, December.
    4. Thomas Niemand & Sascha Kraus & Sophia Mather & Antonio C. Cuenca-Ballester, 0. "Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-26.
    5. Ni Huang & Probal Mojumder & Tianshu Sun & Jinchi Lv & Joseph M. Golden, 2021. "Not Registered? Please Sign Up First: A Randomized Field Experiment on the Ex Ante Registration Request," Information Systems Research, INFORMS, vol. 32(3), pages 914-931, September.
    6. Bleier, Alexander & Eisenbeiss, Maik, 2015. "The Importance of Trust for Personalized Online Advertising," Journal of Retailing, Elsevier, vol. 91(3), pages 390-409.
    7. Shun-Yang Lee & Julian Runge & Daniel Yoo & Yakov Bart & Anett Gyurak & J. W. Schneider, 2023. "COVID-19 Demand Shocks Revisited: Did Advertising Technology Help Mitigate Adverse Consequences for Small and Midsize Businesses?," Papers 2307.09035, arXiv.org, revised Jan 2024.
    8. Bayer, Emanuel & Srinivasan, Shuba & Riedl, Edward J. & Skiera, Bernd, 2020. "The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 789-804.
    9. Georgios Filippou & Athanasios G. Georgiadis & Ashish Kumar Jha, 2024. "Establishing the link: Does web traffic from various marketing channels influence direct traffic source purchases?," Marketing Letters, Springer, vol. 35(1), pages 59-71, March.
    10. Miller, Klaus M. & Skiera, Bernd, 2024. "Economic consequences of online tracking restrictions: Evidence from cookies," International Journal of Research in Marketing, Elsevier, vol. 41(2), pages 241-264.
    11. Mengzhou Zhuang & Eric (Er) Fang & Jongkuk Lee & Xiaoling Li, 2021. "The Effects of Price Rank on Clicks and Conversions in Product List Advertising on Online Retail Platforms," Information Systems Research, INFORMS, vol. 32(4), pages 1412-1430, December.
    12. Vilma Todri & Anindya Ghose & Param Vir Singh, 2020. "Trade-Offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics Across the Purchase Funnel," Information Systems Research, INFORMS, vol. 31(1), pages 102-125, March.
    13. Min Tian & Paul R. Hoban & Neeraj Arora, 2024. "What Cookie-Based Advertising Effectiveness Fails to Measure," Marketing Science, INFORMS, vol. 43(2), pages 407-418, March.
    14. Hana Choi & Carl F. Mela & Santiago R. Balseiro & Adam Leary, 2020. "Online Display Advertising Markets: A Literature Review and Future Directions," Information Systems Research, INFORMS, vol. 31(2), pages 556-575, June.
    15. Prabuddha De & Yu (Jeffrey) Hu & Mohammad S. Rahman, 2010. "Technology Usage and Online Sales: An Empirical Study," Management Science, INFORMS, vol. 56(11), pages 1930-1945, November.
    16. Goić, Marcel & Jerath, Kinshuk & Kalyanam, Kirthi, 2022. "The roles of multiple channels in predicting website visits and purchases: Engagers versus closers," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 656-677.
    17. Kireyev, Pavel & Pauwels, Koen & Gupta, Sunil, 2016. "Do display ads influence search? Attribution and dynamics in online advertising," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 475-490.
    18. Antonia Köster & Christian Matt & Thomas Hess, 2021. "Do All Roads Lead to Rome? Exploring the Relationship Between Social Referrals, Referral Propensity and Stickiness to Video-on-Demand Websites," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 63(4), pages 349-366, August.
    19. Jan Krämer & Daniel Schnurr & Michael Wohlfarth, 2019. "Winners, Losers, and Facebook: The Role of Social Logins in the Online Advertising Ecosystem," Management Science, INFORMS, vol. 65(4), pages 1678-1699, April.
    20. Stefan F. Bernritter & Paul E. Ketelaar & Francesca Sotgiu, 2021. "Behaviorally targeted location-based mobile marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 677-702, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jforec:v:1:y:2018:i:1:p:6-89:d:169664. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.