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Kees Slewe
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Decks in this class (27)
1 Reading- Understanding customer experience throughout the customer journey (Lemon and Verhoef 2016)
Customer experience is,
Components of the customer experi...,
Stages of the customer experience...
25
cards
1 Lecture
Digital marketing is an by which ...,
In a customer journey analysis fi...,
Channels
17
cards
2 lecture
Customer journey analysis what to...,
Attribution problem,
How do we measure the effectivene...
39
cards
3 lecture
Why are search results important ...,
The term business to consumer b2c...,
B2b is short for business to busi...
29
cards
4 lecture
Example marketing objective,
Customer engagement is,
Cognitive engagement
27
cards
6 lecture
Fgc,
Ugc,
Fmcg
17
cards
7 lecture
Regression basics video equation,
Intercept,
Slope
21
cards
8 lecture
Paper focus babic rosario et al 2020,
What is ewom not,
What is electronic word of mouth
26
cards
Lemon & Verhoef
3 stages of the customer journey,
Prepurchase touchpooints 4x,
Prepurchase behaviors 3x
9
cards
Herhausen 2019
Objectives herhausen 3 x,
Framework journey charasteristics 3x,
Frameweork customer charasteristics
8
cards
Reinartz et al 2019
Growth of online retail due to 4x,
New sources of value creation ena...,
Source of value creation to consu...
9
cards
Bleier et al 2015
Banner effectivensess hinges on,
Degree of content personalization,
Stage in the customer journey
12
cards
De haan 2016
The online purchase funneladverti...,
Content integration,
Content separation
10
cards
Lee et al 2018
Main findings from lee et al 2017...,
Main findings from lee et al 2017...,
Main findings from lee et al 2017...
6
cards
Li eta l 2021
Purpose social media ans social m...,
Developping smms firm 4,
Developing smms customer
7
cards
srinavasan 2016
Path to purchase direct,
Path to purchase indirect,
Predominant flow from tv advertis...
5
cards
Wang 2021
The long term effects of fgc on f...,
Substitution effect,
Substitution effect between firm ...
4
cards
Regression
Cpm,
Cpm,
Cpm
21
cards
Babic rosario 2016
Study framework ewom dimensions,
Platform types,
Ewom message details
11
cards
Leung et al 2020
Celebrity endorsement,
Seeding viral marketing,
Customer review programs
10
cards
Hughes 2019
Factors that influence the abilit...,
Key findings blogger characterist...,
Key findings 3
3
cards
9 lecture
Why track consumer sentiment,
Marketers can use social media for,
Marketers can use social media fo...
4
cards
10 lecture
Virality,
How to measure viralty,
Virality defined by tellis et al ...
9
cards
apkinar and berger 2017
Valuable virality,
Drivers of valuable virality2,
Informational appeals lead to
8
cards
papers
Lemon verhoefmain focusmain findings,
Herhausen 20195 segments,
Reinartz et al 2019 3x
14
cards
Moeilijk
Takeaways herhausen 2019 5x,
Search ad auction wat houdt quali...,
Basic metricsdrive engagement
18
cards
papers omgekeerd
Giving people a reason to talk ab...,
Apkinar and berger 20172x,
The interplay between platform ty...
14
cards
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marketing
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