How to Use Multichannel Behavior To Predict Online Conversions: Behavior Patterns across Online Channels Inform Strategies for Turning Users Into Paying Customers

Abstract

Advertisers use multiple online channels to reach consumers over the Internet. Yet, to the current authors' knowledge, little is known about how prior user behavior across these advertising channels can be used to predict conversions. To address this issue, the authors of the current paper drew on advertising-response and purchase decision-making theory, as well as findings about user search and information processing on the web. Analyzing a clickstream data set (electronic records of users' online activity), the authors found that consumer reactions to advertising messages through multiple channels were strong predictors of purchase propensity. Advertisers, the authors believe, can use the results to predict purchasing behavior based on prior reactions to multichannel online advertising and develop individualized targeting strategies.