Browsing by Author "Wiesel, T."
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Dashboards as a service why, what, how, and what research is needed?
Pauwels, Koen Hendrik; Ambler, T.; Clark, B. H.; LaPointe, P.; Reibstein, D.; Skiera, B.; Wierenga, B.; Wiesel, T. (Sage, 2009-11)Recent years have seen the introduction of a “marketing dashboard” that brings the firm’s key marketing metrics into a single display. Service firms across industries have created such dashboards either by themselves or ... -
The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework
Haan, E. de; Wiesel, T.; Pauwels, Koen Hendrik (Elsevier, 2016-09)The Internet has given rise to many new forms of advertising. Scientific studies have focused on individual reactions to specific advertising forms in isolation and have offered little guidance for aggregate-level budget ... -
Marketing's profit impact: quantifying online and off-line funnel progression
Wiesel, T.; Pauwels, Koen Hendrik; Arts, J. (Informs, 2011)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 ...
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