Working Papers

Do Online Behavior Tracking or Attitude Survey Metrics Drive Brand Sales? An Integrative Model of Attitudes and Actions on the Consumer Boulevard

Koen Pauwels and Bernadette van Ewijk

Sep 25, 2013

Compares performance of online behavior metrics and attitude survey metrics in explaining and predicting sales. Develops the “Consumer Boulevard” of interactions among marketing, metrics, and sales for 36 brands over 15 categories in the Netherlands.

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