An algorithm to fit conditional tail expectation regression models for vehicle excess speed in driving data

Albert Pitarque, Montserrat Guillen
2020 CARMA 2020 - 3rd International Conference on Advanced Research Methods and Analytics   unpublished
Marketers are faced with the daunting challenge of identifying insights anddelivering the right combination of online and offline tactics to engageconsumers at various stages along the consumer journey. In this paper, weinvestigate the effects of retargeting in a multichannel environment. Using athree-stage modeling approach, we find retargeting is an effective advertisingactivity to influence purchase incidence, but only when combined with otherspecific marketing activities. While catalogs and
more » ... emails have positivesynergies with retargeting, website visits and retargeting have a negativesynergy on a consumer's decision to make a purchase. One possibleexplanation to the negative synergistic effect is that consumers may findretargeting obtrusive when browsing online, whereas it may serve as awelcome reminder when, combined with emails or catalogs. Rather thannudging consumers along the consumer journey some combinations ofadvertising activities may actually deter customers from engaging with a firm.
doi:10.4995/carma2020.2020.11512 fatcat:wgyvucpn4ra4pel2vu4dte4m2a