Which message? Which channel? Which customer? Exploring response rates in multi-channel marketing using short-form advertising.
Omar MarzoukJoni SalminenPengyi ZhangBernard J. JansenPublished in: Data Inf. Manag. (2022)
Keyphrases
- multi channel
- consumer behavior
- single channel
- marketing campaigns
- customer relationship management
- anti aliasing
- customer behavior
- online advertising
- marketing strategies
- direct marketing
- data mining
- purchase behavior
- mac protocol
- internet advertising
- channel assignment
- data broadcast
- customer data
- viral marketing
- mobile advertising
- electronic word of mouth
- potential customers
- internet marketing
- search engine