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CARMA 2020 - 3rd International Conference on Advanced Research Methods and Analytics
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 anddoi:10.4995/carma2020.2020.11512 fatcat:wgyvucpn4ra4pel2vu4dte4m2a