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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 1,
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 3
17
cards
2 lecture
Customer journey analysis what to...,
Attribution problem 2,
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 1,
Customer engagement is 2,
Cognitive engagement 3
27
cards
6 lecture
Fgc 1,
Ugc 2,
Fmcg 3
17
cards
7 lecture
Regression basics video equation 1,
Intercept 2,
Slope 3
21
cards
8 lecture
Paper focus babic rosario et al 2...,
What is ewom not 2,
What is electronic word of mouth 3
26
cards
Lemon & Verhoef
3 stages of the customer journey 1,
Brand owned touch points 2,
Prepurchase behaviors 3x 3
9
cards
Herhausen 2019
Objectives herhausen 3 x 1,
Framework journey charasteristics...,
Antecedents of customer loyalty a...
8
cards
Reinartz et al 2019
Growth of online retail due to 4x 1,
New sources of value creation ena...,
Source of value creation to consu...
9
cards
Bleier et al 2015
Banner effectivensess hinges on 1,
Degree of content personalization 2,
Stage in the customer journey 3
12
cards
De haan 2016
The online purchase funnel 1,
Content integration 2,
Content separation 3
10
cards
Lee et al 2018
Main findings from lee et al 2017...,
Main findings from lee et al 2017 2,
Main findings from lee et al 2017 3
6
cards
Li eta l 2021
Purpose social media ans social m...,
Developping smms firm 4 2,
Developing smms customer 3
7
cards
srinavasan 2016
Path to purchase direct 1,
Path to purchase indirect 2,
Predominant flow from tv advertis...
5
cards
Wang 2021
The long term effects of fgc on f...,
Substitution effect 2,
Substitution effect between firm ...
4
cards
Regression
Cpm 1,
Ctr 2,
Cvr 3
21
cards
Babic rosario 2016
Study framework ewom dimensions 4x 1,
Platform types 2,
Ewom message details 3x 3
11
cards
Leung et al 2020
Celebrity endorsement 1,
Seeding viral marketing 2,
Customer review programs 3
10
cards
Hughes 2019
Factors that influence the abilit...,
Key findings blogger characterist...,
Key findings 3 3
3
cards
9 lecture
Why track consumer sentiment 1,
Marketers can use social media for 2,
Marketers can use social media fo...
4
cards
10 lecture
Virality 1,
How to measure viralty 2,
Virality defined by tellis et al ...
9
cards
apkinar and berger 2017
Valuable virality 1,
Drivers of valuable virality 2,
Informational appeals lead to 3
8
cards
papers
Lemon verhoef main focus main fin...,
Herhausen 2019 2,
Reinartz et al 2019 3x 3
14
cards
Moeilijk
Takeaways herhausen 2019 5x 1,
Search ad auction wat houdt quali...,
Basic metricsdrive engagement 3
18
cards
papers omgekeerd
Giving people a reason to talk ab...,
Valuable virality 2,
The interplay between platform ty...
14
cards
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