Examinando por Materia "Retorno de la Inversión en Marketing (ROI)"

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    Ítem
    Ventas a través de canales digitales: aplicación a un emprendimiento de comercio electrónico del sector asegurador en Colombia
    (Universidad EAFIT, 2018) Mesa Ruiz, Laura Natalia; Palacio López, Carolina; Saavedra Caballero, Fabiola
    Revenues of e-commerce come from sales made through different digital channels such as, organic search, direct, social networks, etc. -- Therefore, it is necessary to identify those channels with major influences over sales in order to perform an efficient investment in digital marketing -- However, there is an issue attributing sales to one specific channel, because normally user does not make a decision based on a single channel -- Actually, the user previously interacts with several channels before the purchase (Conversion path) -- The main purpose of this work is to identify some effective digital channels for sales in one e-commerce -- Analyzing and comparing three multiple regression models, each one based on different attribution models, which allow to identify contribution of each digital channel over sales within given conversion path -- Two of these, use attribution models commonly applied to digital marketing, the third one is based on a customized model which have been built on some experts’ definitions -- Results show that just two effective channels require marketing investment, the others belong to “no pay channels” including its own business model channels