Кузнецова Екатерина Олеговна
Mapping Customer Journey
Each company uses several online channels to interact with their customers, which can be considered as customer journey elements, touchpoints, that a user makes from the very first interaction with a company to the last one, conversion or non-conversion. The knowledge of real value that a channel brings and the chance of conversions in case of implementation creates possibility for a company of mapping, influencing customer journeys. However, the major part of business world does not pay enough attention to evaluation of channel contribution. In case a company carries out attribution analysis, it proceeds it via free analytics tools on the internet with limited possibilities. The paper shows different results of attribution models depending on the type of quantitative framework - simple heuristic models or probabilistic one based on the concept of Markov chains. The last one has allowed to count carryover, spillover and removal effects. Additionally, probabilistic regression model has been built to get information of direct channel influence on conversion probability. The thesis is structured as follows. The literature review gives theoretical foundation regarding customer journey definition and its structure, provides with research background of key academic papers in the topic and explains reason for choosing specific methodology. The methodology part describes how dataset has been collected and formed, and which environment has been chosen for its processing. The section of results gives relevant data received from designed models with corresponding comments and explanations of it. Basing on received insight the paper points out useful management implications to the business warning about signification limitation of the research in the separated part. In the conclusion general evaluation of the contribution of the study into the area of research and statements of its main findings are emphasized.
Текст работы (работа добавлена 3 июня 2017г.)