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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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