Moeilijk Flashcards
Takeaways Herhausen 2019 5x
º Customer journey segments: With different characteristics (Store-focused, multiple touchpoint, online to offline, pragmatic online and extensive online segments)
ºNo “showrooming” segment: This threat may be overrated
ºMobile devices: used as an additional search channel that complements other touchpoint (it do not replace any of them)
ºImportance of physical stores: The retailers own touchpoint are rated as the most important for making the purchase decision
º Different levers should be used to increase loyalty across segments
search ad auction: wat houdt quality of the ad in?
2
quality score: expected clickthrough rate (prediction based on historical perormance date
ad relevance to match the keyword, landing page experiende (relevant content, transparency, easy to use)
Basic metricsDrive engagement:
Based on Clicks, CTR and average CPC
Bleier et al. (2015) paper conclusions 3X about personalization
º Personalization increases CTR
º Click-through effectiveness of personalized banners generally decreases as consumers progress toward the completion of the purchase decision process
º Personalized banners are very effective when consumers have just left the online store, but quickly lose effectiveness over time: Overpersonalization
Key takeaways de Haan et al. (2016) 3X
Offline advertising forms have low sales elasticities
CIC have greater sales elasticities than FIC
Content-integrated CICs tend to distinguish themselves from other forms of advertising in the later stages of the funnel.
Alternatively:
Profit =
= Impressions × CTR × (CVR ×M − CPC)
CTR: click-through rate) (CVR: conversion rate) (M: Margin) (CPC: Cost-per-click
Profit =
Revenue generated by ads – Cost of ads
Return on advertising spend (ROAS) =
Total cost / profit given a margin
Main Findings from Lee et al. (2017) Results 2X
Brand personality content (humor, emotion etc.)
=> higher levels of engagement with the messages;
Directly informative content (price promotions and deals):
=> lower levels of engagement when included in messages in isolation
=> higher engagement levels when provided in combination with brand personality-related attributes
Best time social media ads?
best time social media posts?
ads: afternoon, morining evening
post: morning
fmcg
fast moving consumer goods
Paper focus: Srinivasan et al (2016): Findings: 3X
Online consumer activity metrics are affected by communication, and convert into sales for both online and offline bough products
Importance of tracking online metrics:
º Online consumer activities are reflected in paid, owned and earned media metrics
º Online metrics can be used to evaluate consumer responses to traditional advertising
º Intercept
a The independent variable
Slope:
b The dependent variable
ewom visivilitiy
number of scrolls needer to acces ewom
E-wom about what?
Functional risk
3X
- sampling, purchase, or additional information is required in order to evaluate the quality of services
- for hedonic products eWOM helps consumers identify the products that best match their idiosyncratic preferences
- eWOM reduces uncertainty of new products
brandwagon effect
is a psychological phenomenon in which people do something primarily because other people are doing it, regardless of their own beliefs …
brandwagon effect
is a psychological phenomenon in which people do something primarily because other people are doing it, regardless of their own beliefs …
