Customer Channel Migration

  title={Customer Channel Migration},
  author={Asim Ansari and Carl F. Mela and Scott A. Neslin},
  journal={Journal of Marketing Research},
Abstract The authors develop a model of customer channel migration and apply it to a retailer that markets over the Web and through catalogs. The model identifies the key phenomena required to analyze customer migration, shows how these phenomena can be modeled, and develops an approach for estimating the model. The methodology is unique in its ability to accommodate heterogeneous customer responses to a large number of distinct marketing communications in a dynamic context. The results… Expand

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