Digital Marketing and Metrics - All concepts in one scheme

Costs
CPM = x 1000
Conversion Funnel
Impressions
Customer Journey
Lemon & Verhoef (2016)
Impressions -> CPM Clicks
Clicks -> CTR CTR = Improve SCAR: 0 1 2
Impressions
Action (SCAR, BR)
return policy, ZMOT Pre-purchase Purchase
simple payment
system, regis-
Phase Phase
Conv. -> CR
tration, reviews,
Ret. -> RR e-mails, remar-
Applications
CONV R = keting
Clicks

Opposite = Churn Rate Firm initiated Consumer initiated
touchpoints touchpoints
RR
CLV = M x -> Beginning of CJ
- Acquisition Cost (BBVA)
1 + (Disc. R - RR)
4P’s
CE = CLV1 + CLV2 + CLV3 ...

Promotion Price People Place
Pofit of
= I x CTR x (CVR x M - CPC)
paid search


Regression Banner Ads

Brand Awareness t

CTR t = F (online ad t, offline ad t, ..)
Web-visits t
Offline SEM Above Banner Ads eWOM
the fold Fixed vs. CPM/CTR

Metrics:
Avoidance Volume
Congruity Valence
Attribution problem Consumers’ goal Composite val-vol
Variance
Budget Allocation Content
SEO SEA Patforms & Soci
Showrooming & Black-hat products
Webrooming strategies
High and low elasticity
Research shopping Platforms: Products:
- eWOM sender details
Consumer decision Synergy Keywords Keyword
- eWOM message details
Functional risk
Naik & Peters (2009) poaching Financial risk
process - E-commerce sites
Naik & Peters (2009) - Encoding variability theory - Review sites

Different stages (awa- - Repetition variation theory - Social sites