Digital Marketing & Metrics
Inhoudsopgave
Artikel 1: Lemon & Verhoef (2016) ....................................................................................................................... 2
Artikel 2: Herhausen et al (2019) .......................................................................................................................... 4
Lecture 1 - Digital Marketing and Customer Journey ........................................................................................... 6
Artikel 3: Reinartz, Wiegand & Imschloss (2019) ................................................................................................ 8
Lecture 2 – Digital Marketing and Customer Journey ........................................................................................ 10
Lecture 3 – Online advertising and social media along the customer journey ................................................. 13
Artikel 4: Peren Ozturan and Amir Grinstein (2022) .......................................................................................... 16
Artikel 5: Liadeli et al (2023) ............................................................................................................................... 18
Tutorial 2............................................................................................................................................................... 21
Artikel 7: Pauwels (2023) .................................................................................................................................... 24
Artikel 8: Bleier & Eisenbeiss (2015) .................................................................................................................. 26
Artikel 9: Shuba Srinivasan, Oliver J. Rutz and Koen Pauwels (2016) .............................................................. 27
Artikel 10: Wang et al. (2021) .............................................................................................................................. 30
Lecture 6: Influencer Marketing, Virality & Media Interactions ......................................................................... 31
Tutorial 3............................................................................................................................................................... 33
Artikel 11: Hanssens & Pauwels (2016) ............................................................................................................. 34
Lecture 7: Digital marketing and Metrics ............................................................................................................ 36
Artikel 12: Ana Babic Rosario (2016) ................................................................................................................. 40
Artikel 13: Ana Babic Rosario (2019) ................................................................................................................. 41
Lecture 8: Digital marketing and eWOM ......................................................................................................... 43
Artikel 14: Christian Hughes (2019) ................................................................................................................... 47
Artikel 15: Wies, Bleier & Edeling (2023) ........................................................................................................... 49
Lecture 9 – Influencer marketing and virality ................................................................................................. 51
Artikel 16: Borah et al (2020) .............................................................................................................................. 54
Artikel 17: Apkinar & Berger (2017)................................................................................................................... 56
Lecture 10 – Digital Marketing and Metrics .................................................................................................... 58
Tutorial 5............................................................................................................................................................... 62
1
,Artikel 1: Lemon & Verhoef (2016)
Understanding Customer Experience throughout the Customer Journey
Main goal of the article
To explain what customer experience means, how it differs from older marketing concepts,
and how companies can measure and manage it across the entire customer journey.
Key concepts
1. Customer Experience (CX)
• CX is multidimensional: It includes a customer’s cognitive, emotional, behavioral,
sensory and social responses.
• It happens across the entire customer journey: from before the purchase
(prepurchase), during the purchase, and after (post purchase).
2. Customer journey
• The customer journey is the full process customers go through – including all
touchpoints (interactions with the brand).
• There are 3 main stages:
- Prepurchase: searching, learning, considering.
- Purchase: choosing, paying, buying.
- Post purchase: using the product, engaging, giving feedback.
3. Touchpoints
Four types:
• Brand-owned (e.g., advertising, website).
• Partner-owned (e.g., retail partner, app store).
• Customer-owned (e.g., personal thoughts, payment choice).
• Social/external (e.g., online reviews, word-of-mouth).
How is CX different from older ideas like customer satisfaction?
• CX is broader – It’s not just about if you’re satisfied, but how you feel, think, and
react at every point in the journey.
• Older concepts like service quality, loyalty, and CRM are all part of the history that
led to the current focus on CX.
Measuring customer experience
• No perfect tool yet, but methods include:
- Net Promoter Score (NPS)
- Customer Satisfaction (CSAT)
- Customer Effort Score (CES)
- Brand Experience Scales (like Brakus et al., 2009).
Challenge: how to measure CX across channels, devices, and time.
Managing Customer Experience
• Requires cross-functional teamwork: marketing, IT, HR and logistics.
• Needs a customer-centric mindset and use of big data, analytics and even AI.
2
, • Designing smooth omnichannel experiences is key (e.g., no friction between online
and offline shopping.
Key takeaways
• CX is a holistic, evolving process – not just a moment in time.
• Great CX means coordination all touchpoints, often with limited control (e.g.,
reviews, social media).
• Firms should identify and improve “moments of truth” – crucial moments that
shape the overall experience.
• It’s essential to combine qualitative insights (emotions, stories) with quantitative
metrics (conversion rates, NPS).
• Future research is needed to better define, measure and optimize CX.
Summary sentence: customer experience is a multidimensional, dynamic process that
happens throughout the customer journey and includes every interaction a customer has with
a brand – directly or indirectly.
3
, Artikel 2: Herhausen et al (2019)
Loyalty formation for different customer journey segments
Main goal of the article
To identify different customer journey segments based on touchpoint usage and explore how
product satisfaction, journey satisfaction and customer inspiration influence customer loyalty
across these segments.
Key concepts
1. Customer journey segmentation
- Customers don’t all shop the same way – they combine different touchpoints
(e.g., online store, physical store, search engines).
- Based on survey data from 2 large samples (2013 & 2016), five stable journey
segments were identified:
1. Store-focused shoppers – shop mostly offline
2. Pragmatic online shoppers – use a few online touchpoints
3. Extensive online shoppers – use many online touchpoints
4. Multiple touchpoints shoppers – combine many online/offline
touchpoints
5. Online-to-offline shoppers – search online, buy offline (webrooming)
2. Touchpoints
• Include retailer-owned (e.g., website, store), competitor-owned (e.g., Amazon),
and other sources (e.g., reviews, social media).
• Mobile device usage is rising — but it adds to the journey rather than replacing
other touchpoints.
3. Customer Loyalty Drivers
• Loyalty isn’t driven by the same thing for every segment.
- Store-focused and pragmatic online: loyalty is mainly about product
satisfaction.
- Multiple touchpoint: loyalty is more about journey satisfaction and inspiration.
- Online-to-offline: all three (product, journey, and inspiration) matter.
• Mobile-heavy segments tend to seek variety and stimulation, valuing the process
(journey) more than the product itself.
Why It Matters
Retailers need to:
• Understand how different customers build their journeys
• Focus on the right touchpoints and loyalty drivers per segment
• Invest in journey design — not just in product or price
• Pay attention to webrooming rather than fearing showrooming
Key Takeaways
• There is no “one-size-fits-all” customer journey — segmentation matters.
4
Inhoudsopgave
Artikel 1: Lemon & Verhoef (2016) ....................................................................................................................... 2
Artikel 2: Herhausen et al (2019) .......................................................................................................................... 4
Lecture 1 - Digital Marketing and Customer Journey ........................................................................................... 6
Artikel 3: Reinartz, Wiegand & Imschloss (2019) ................................................................................................ 8
Lecture 2 – Digital Marketing and Customer Journey ........................................................................................ 10
Lecture 3 – Online advertising and social media along the customer journey ................................................. 13
Artikel 4: Peren Ozturan and Amir Grinstein (2022) .......................................................................................... 16
Artikel 5: Liadeli et al (2023) ............................................................................................................................... 18
Tutorial 2............................................................................................................................................................... 21
Artikel 7: Pauwels (2023) .................................................................................................................................... 24
Artikel 8: Bleier & Eisenbeiss (2015) .................................................................................................................. 26
Artikel 9: Shuba Srinivasan, Oliver J. Rutz and Koen Pauwels (2016) .............................................................. 27
Artikel 10: Wang et al. (2021) .............................................................................................................................. 30
Lecture 6: Influencer Marketing, Virality & Media Interactions ......................................................................... 31
Tutorial 3............................................................................................................................................................... 33
Artikel 11: Hanssens & Pauwels (2016) ............................................................................................................. 34
Lecture 7: Digital marketing and Metrics ............................................................................................................ 36
Artikel 12: Ana Babic Rosario (2016) ................................................................................................................. 40
Artikel 13: Ana Babic Rosario (2019) ................................................................................................................. 41
Lecture 8: Digital marketing and eWOM ......................................................................................................... 43
Artikel 14: Christian Hughes (2019) ................................................................................................................... 47
Artikel 15: Wies, Bleier & Edeling (2023) ........................................................................................................... 49
Lecture 9 – Influencer marketing and virality ................................................................................................. 51
Artikel 16: Borah et al (2020) .............................................................................................................................. 54
Artikel 17: Apkinar & Berger (2017)................................................................................................................... 56
Lecture 10 – Digital Marketing and Metrics .................................................................................................... 58
Tutorial 5............................................................................................................................................................... 62
1
,Artikel 1: Lemon & Verhoef (2016)
Understanding Customer Experience throughout the Customer Journey
Main goal of the article
To explain what customer experience means, how it differs from older marketing concepts,
and how companies can measure and manage it across the entire customer journey.
Key concepts
1. Customer Experience (CX)
• CX is multidimensional: It includes a customer’s cognitive, emotional, behavioral,
sensory and social responses.
• It happens across the entire customer journey: from before the purchase
(prepurchase), during the purchase, and after (post purchase).
2. Customer journey
• The customer journey is the full process customers go through – including all
touchpoints (interactions with the brand).
• There are 3 main stages:
- Prepurchase: searching, learning, considering.
- Purchase: choosing, paying, buying.
- Post purchase: using the product, engaging, giving feedback.
3. Touchpoints
Four types:
• Brand-owned (e.g., advertising, website).
• Partner-owned (e.g., retail partner, app store).
• Customer-owned (e.g., personal thoughts, payment choice).
• Social/external (e.g., online reviews, word-of-mouth).
How is CX different from older ideas like customer satisfaction?
• CX is broader – It’s not just about if you’re satisfied, but how you feel, think, and
react at every point in the journey.
• Older concepts like service quality, loyalty, and CRM are all part of the history that
led to the current focus on CX.
Measuring customer experience
• No perfect tool yet, but methods include:
- Net Promoter Score (NPS)
- Customer Satisfaction (CSAT)
- Customer Effort Score (CES)
- Brand Experience Scales (like Brakus et al., 2009).
Challenge: how to measure CX across channels, devices, and time.
Managing Customer Experience
• Requires cross-functional teamwork: marketing, IT, HR and logistics.
• Needs a customer-centric mindset and use of big data, analytics and even AI.
2
, • Designing smooth omnichannel experiences is key (e.g., no friction between online
and offline shopping.
Key takeaways
• CX is a holistic, evolving process – not just a moment in time.
• Great CX means coordination all touchpoints, often with limited control (e.g.,
reviews, social media).
• Firms should identify and improve “moments of truth” – crucial moments that
shape the overall experience.
• It’s essential to combine qualitative insights (emotions, stories) with quantitative
metrics (conversion rates, NPS).
• Future research is needed to better define, measure and optimize CX.
Summary sentence: customer experience is a multidimensional, dynamic process that
happens throughout the customer journey and includes every interaction a customer has with
a brand – directly or indirectly.
3
, Artikel 2: Herhausen et al (2019)
Loyalty formation for different customer journey segments
Main goal of the article
To identify different customer journey segments based on touchpoint usage and explore how
product satisfaction, journey satisfaction and customer inspiration influence customer loyalty
across these segments.
Key concepts
1. Customer journey segmentation
- Customers don’t all shop the same way – they combine different touchpoints
(e.g., online store, physical store, search engines).
- Based on survey data from 2 large samples (2013 & 2016), five stable journey
segments were identified:
1. Store-focused shoppers – shop mostly offline
2. Pragmatic online shoppers – use a few online touchpoints
3. Extensive online shoppers – use many online touchpoints
4. Multiple touchpoints shoppers – combine many online/offline
touchpoints
5. Online-to-offline shoppers – search online, buy offline (webrooming)
2. Touchpoints
• Include retailer-owned (e.g., website, store), competitor-owned (e.g., Amazon),
and other sources (e.g., reviews, social media).
• Mobile device usage is rising — but it adds to the journey rather than replacing
other touchpoints.
3. Customer Loyalty Drivers
• Loyalty isn’t driven by the same thing for every segment.
- Store-focused and pragmatic online: loyalty is mainly about product
satisfaction.
- Multiple touchpoint: loyalty is more about journey satisfaction and inspiration.
- Online-to-offline: all three (product, journey, and inspiration) matter.
• Mobile-heavy segments tend to seek variety and stimulation, valuing the process
(journey) more than the product itself.
Why It Matters
Retailers need to:
• Understand how different customers build their journeys
• Focus on the right touchpoints and loyalty drivers per segment
• Invest in journey design — not just in product or price
• Pay attention to webrooming rather than fearing showrooming
Key Takeaways
• There is no “one-size-fits-all” customer journey — segmentation matters.
4
