TY - CHAP U1 - Buchbeitrag A1 - Boss, Laura A1 - Müller, Fabian A1 - Selimi, Arbnora A1 - Rossmann, Alexander ED - Hertweck, Dieter T1 - Converting users into customers : the role of user profile information and customer journey analysis T2 - Digital Enterprise Computing (DEC 2016) : Böblingen, Germany, June 14 - 15, 2016 N2 - Due to the digital transformation, the importance of web analysis and user profiling for enterprises is increasing rapidly as customers focus on digital channels to obtain information about products and brands. While there exists a lot research on these topics, only a minority of firms use them to their advantage. This study aims to tighten the link between research and business such that experimental methods can be used for the improvement of communication strategies in practice. Therefore, a systematic literature analysis is conducted, workshops are observed and documented and an empirical study is used to integrate single steps into a framework for the practical usage of user profiling and customer journey analysis. KW - user profiles KW - user profiling KW - user tracking KW - user analytics KW - user footprint KW - customer journey KW - conversion analysis KW - digital footprint management Y1 - 2016 U6 - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-9279 UN - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-9279 UR - http://subs.emis.de/LNI/Proceedings/Proceedings258/article11.html SN - 978-3-88579-652-7 SB - 978-3-88579-652-7 SP - 117 EP - 126 S1 - 10 PB - Gesellschaft für Informatik CY - Bonn ER -