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Converting users into customers : the role of user profile information and customer journey analysis

  • 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.

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Author of HS ReutlingenBoss, Laura; Müller, Fabian; Selimi, Arbnora; Rossmann, Alexander
Erschienen in:Digital Enterprise Computing (DEC 2016) : Böblingen, Germany, June 14 - 15, 2016
Publisher:Gesellschaft für Informatik e.V
Place of publication:Bonn
Editor:Dieter Hertweck
Document Type:Book chapter
Publication year:2016
Tag:conversion analysis; customer journey; digital footprint management; user analytics; user footprint; user profiles; user profiling; user tracking
Page Number:10
First Page:117
Last Page:126
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:004 Informatik
Open access?:Ja
Licence (German):License Logo  Open Access