Abstract in Englisch:

In contrast to previous research, this paper is the first to develop a dynamic approach to analyze customer journeys and examine its suitability for measuring advertising impact and predicting sales. The time periods of data collection have an impact on the measurement of advertising impact. In this regard, the timeliness of data is more relevant to determine the advertising impact of channels than collecting data over the longest possible period. The consideration of current customer journey data, combined with rolling advertising impact measurement, enables continuous improvement in the accuracy of advertising impact measurement. Rolling advertising impact measurement of channels can also contribute to more accurate prediction of future sales. However, short-term changes in transition or conversion probabilities can also lead to an increased risk of forecast errors if they prove to be outliers. Advertisers should continuously analyze their customer journey as part of interactive marketing management to improve the allocation of advertising resources.