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Peter Verhoef shares research on customer journey analytics in digital environments

Peter Ver­hoef from the Uni­versity of Gronin­gen (NL) presen­ted a col­lec­tion of his work on cus­tomer jour­ney ana­lyt­ics in in­creas­ing di­gital en­vir­on­ments in our Re­search Sem­inar Ser­ies.

In the course of his present­a­tion, he elab­or­ated on state of the art quant­it­at­ive meth­ods for his re­search, as well as on in­sights into how mul­tiple and di­gital cus­tomer touch­points in­ter­twined with psy­cho­lo­gical factors, like the cust­mers' per­ceived risk, in­flu­ence nowadays cus­tomer jour­ney. For example, in one of his presen­ted stud­ies, he found, that when cus­tomers switch from a more mobile device (e.g., a smart­phone) to a less mobile device (e.g., desktop) their con­ver­sion rate tends to be sig­ni­fic­antly higher. This ef­fect is lar­ger when pro­duct-c­at­egory re­lated per­ceived risk is higher, the pro­duct price is higher, and when the cus­tomer’s ex­per­i­ence with the pro­duct cat­egory and the on­line re­tailer is lower.

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