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