Working Papers

Do Offline and Online Go Hand in Hand? Cross-channel and Synergy Effects of Direct Mailing and Display Advertising

Peter C. Verhoef

University of Groningen

Lara Lobschat

Lisan Lesscher

University of Groningen

Oct 23, 2020

Analyzes quasi-experimental data from a large European insurance firm to determine the effect of direct mailing on zip-code level upper, middle and lower funnel performance metrics over time. Finds that direct mailing significantly influences consumers’ online search and clicking behavior in support of cross-channel effects of direct mailing.

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