The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Practice Prize Paper—Marketing's Profit Impact: Quantifying Online and Off-line Funnel Progression
Open accessAbstract
Inofec, a small- to medium-sized enterprise in the business-to-business sector, desired a more analytic approach to allocate marketing resources across communication activities and channels. We developed a conceptual framework and econometric model to empirically investigate (1) the marketing communication effects on off-line and online purchase funnel metrics and (2) the magnitude and timing of the profit impact of firm-initiated and customer-initiated contacts. We find evidence of many cross-channel effects, in particular, off-line marketing effects on online funnel metrics and online funnel metrics on off-line purchases. Moreover, marketing communication activities directly affect both early and later purchase funnel stages (website visits, online and off-line information, and quote requests). Finally, we find that online customer-initiated contacts have substantially higher profit impact than off-line firm-initiated contacts. Shifting marketing budgets toward these activities in a field experiment yielded net profit increases 14 times larger than those for the status quo allocation.
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“This fragmented approach has resulted in limited understanding of how travellers move through the entire journey, particularly how experiences evolve across touchpoints and collectively shape outcomes such as satisfaction and loyalty (Wiesel et al., 2011).”
From Influencers and the choice of a travel destination: A customer journey and information processing perspective (2025) · cites this paper as Wiesel et al., 2011
Citations
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Self-citation
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Cited by
Sorted by citations
Digital marketing: a framework, review, and research agenda
Kannan, P. K., & Li, H. “. (2017) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2016.11.006 · Cited by 1,707
“In addition, Dinner, Van Heerde, and Neslin (2014) found that paid search advertising is more effective than offline advertising, and Wiesel, Pauwels, and Arts (2011) also found the impact of a paid search is more enduring than that of e-mail.”
Social Media Metrics — A Framework and Guidelines for Managing Social Media
Peters, K., Chen, Y.-B., Kaplan, A., Ognibeni, B., & Pauwels, K. H. (2013) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.09.007 · Cited by 616
Self-citationIntegrating Marketing Communications: New Findings, New Lessons, and New Ideas
Batra, R., & Keller, K. L. (2016) · Journal of Marketing · doi:10.1509/jm.15.0419 · Cited by 836
“For example, the high effectiveness of search advertising found in prior research (e.g., Wiesel, Pauwels, and Arts 2011) may be because it perfectly fits the needs of those consumers in that particular stage of the decision journey.”
BackgroundMethodInfluentialLi, H.-S., & Kannan, P. K. (2014) · Journal of Marketing Research · doi:10.1509/jmr.13.0050 · Cited by 446
“…channels for information search; (2) the visit stage, in which the customer visits the website through a specific channel for information search and evaluation of alternatives; and finally, (3) the purchase stage, in which the customer makes a purchase (see, e.g., Wiesel, Pauwels, and Arts 2011).”
Big Data and Data Science Methods for Management Research
George, G., Osinga, E. C., Lavie, D., & Scott, B. A. (2016) · Academy of Management Journal · doi:10.5465/amj.2016.4005 · Cited by 437
Metadata
- Authors
- Wiesel, T., Pauwels, K., & Arts, J.
- Affiliations
- University of Groningen (NL)
- Özyeğin University (TR)
- Vrije Universiteit Amsterdam (NL)
- ORCID
- Pauwels, Koen
- Venue
- Marketing Science
- Published
- 2011-07
- Volume
- 30
- Issue
- 4
- Pages
- 604-611
- ISSN
- 0732-2399 (ISSN-L)
- 1526-548X
- OpenAlex
- W2141950067
- Cited by
- 207
- References
- 0
- Citations by year
- 2026: 7 · 2025: 17 · 2024: 7 · 2023: 12 · 2022: 18 · 2021: 17 · 2020: 21 · 2019: 16 · 2018: 16 · 2017: 16 · 2016: 17 · 2015: 13 · 2014: 13 · 2013: 10 · 2012: 3
- FWCI
- 16.15
- Type
- journal article
- Language
- en
- Open access
- green
- research.rug.nl
- Licence
- other-oa
- Locations
- Marketing Science (publishedVersion)
- eResearch@Ozyegin (submittedVersion)
- University of Groningen research database (University of Groningen / Centre for Information Technology) (submittedVersion, other-oa)
- University of Groningen research database (University of Groningen / Centre for Information Technology) (submittedVersion)
- Funders
- Pennsylvania State University
- Rijksuniversiteit Groningen
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- marketing resource allocation, purchase funnel, digital marketing, offline marketing, cross-channel effects, B2B marketing, small and medium-sized enterprises, website visits
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