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"Marketing Profit Impact: Quantifying Online and Offline Funnel Progression at Inofec"by Thorsten Wiesel of the University of Groningen, Koen Pauwels of Ozyegin University and Joep Arts of VU University.  Inofec, an SME producer of office furnishings, desired a more analytic approach to allocate marketing resources across communication activities and channels. They developed a conceptual framework and econometric model to empirically investigate (1) the marketing communication effects on offline and online purchase funnel metrics and (2) the magnitude and timing of the profit impact of firm-initiated and customer-initiated contacts. They found many cross-channel effects, in particular offline marketing effects on online funnel metrics and online funnel metrics on offline purchases. Moreover, marketing communication activities directly affected both early and later purchase funnel stages (website visits, online and offline information and quote requests). They also found that online customer-initiated contacts have substantially higher profit impact than offline firm-initiated contacts. The reallocation of marketing resources based on these findings yielded a fourteen-fold increase in net net profit compared to the status-quo allocation.
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Video Length: 2479
Date Found: May 29, 2010
Date Produced: May 28, 2010
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MIT TechTV |
July 13, 2011
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MIT TechTV |
July 07, 2011
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MIT TechTV |
June 27, 2011
The emerging cleantech venture`s pilot has been supported by government grants now it is time to scale. Cleantech requires significant funding, often larger than traditional vc`s are structured to support. How does a cleantech venture scale to grow? Hear from national project developer ...
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MIT TechTV |
June 27, 2011
Three leading New York venture capital firms will provide their strategies for 2011. Understanding venture capital firms’ strategies is critical in order to obtain venture capital. Prior to the panel discussion, PwC will present a summary of the 3rd quarter 2010 MoneyTree Report. The MoneyTree ...
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MIT TechTV |
June 27, 2011
With the recent passage of healthcare reform legislation, corporate consolidations, and a `get tough` policy at the FDA, it is difficult to tell what the commercial healthcare landscape will look like during the next five years. A distinguished panel of experts representing biopharmaceuticals, ...
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