Amending Marketing Budget Allocation with a Lead Scoring Model
Loading...
Authors
Author (Corporation)
Publication date
2021
Typ of student thesis
Master
Course of study
Collections
Type
11 - Student thesis
Editors
Editor (Corporation)
Supervisor
Parent work
Special issue
DOI of the original publication
Link
Series
Series number
Volume
Issue / Number
Pages / Duration
Patent number
Publisher / Publishing institution
Hochschule für Wirtschaft FHNW
Place of publication / Event location
Olten
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
The advance of digitalisation enables companies and their prospective customers, also called “leads”, to interact through an increasing number of channels. Leads can gather information on products and services offered by companies independent of time and place through digital channels. Marketeers face the challenge to serve the multitude of potential communication channels with advertisements to promote their products and services. The decision which channel deserves what percentage of the available budget becomes increasingly complex. In parallel, ongoing digitalisation offers new opportunities to gain insights by analysing the generated data. Every customer activity through one of the many channels generates new data. Companies increasingly capture this data in various marketing information applications such as customer relationship management systems, web analytics tools, and marketing automation systems. These activities can be aggregated in lead scoring models. Through lead scoring models, lead activities and attributes can be assigned a value regarding the purchase of a product; the lead conversion....
Keywords
Subject (DDC)
Event
Exhibition start date
Exhibition end date
Conference start date
Conference end date
Date of the last check
ISBN
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Review
Open access category
License
Citation
Mann, M. (2021). Amending Marketing Budget Allocation with a Lead Scoring Model [Hochschule für Wirtschaft FHNW]. https://irf.fhnw.ch/handle/11654/40339