Understanding Cross-Platform/Multi-Channel Behavior

- Hotel Accommodations

With a proliferation of media and channels, managing the marketing mix is critical for firms today. Technology enables firms that operate on multiple platforms to track individual-level behavior within and across channels, deriving valuable insights regarding customer behavior and the effectiveness of marketing actions. Among the questions this conference will address: What are the implications of new media and channels (especially online and mobile) for managing customer relationships, marketing communications, and branding? How should firms use new media and channels to interact with and enhance relationships with customers and influence their purchase behavior? How do new and traditional marketing activities work together to influence consumer perceptions, preferences, and behaviors? How do different consumer groups respond to different communications activities and channels for different categories and markets?

This conference will be co-sponsored with the Wharton Interactive Media Initiative (WIMI).