Web-Tracking im E-Commerce
Erfolgsmessung von Retargeting- und Prospecting-Maßnahmen mit Google und Facebook
Nomos, 1. Edition 2018, 250 Pages
The product is part of the series
Online-Medien-Management
Description
This master’s thesis describes how the online shop of Panini Comics Germany uses the marketing methods of retargeting and prospecting with the help of Facebook and Google. As a starting point, the author formulates nine hypotheses with the aim of identifying the success rates of retargeting and prospecting by both advertising networks, and designed a total of 12 retargeting and 10 prospecting campaigns. It became clear that Google’s long-established advertising network performed worse than Facebook’s overall and that retargeting ads on Facebook based on the online shop’s product pages that had already been visited by its users was very successful despite this tactic resembling stalking.
Bibliographical data
| Edition | 1 |
|---|---|
| ISBN | 978-3-8487-5095-5 |
| Subtitle | Erfolgsmessung von Retargeting- und Prospecting-Maßnahmen mit Google und Facebook |
| Publication Date | Oct 31, 2018 |
| Year of Publication | 2018 |
| Publisher | Nomos |
| Format | Softcover |
| Language | deutsch |
| Pages | 250 |
| Medium | Book |
| Product Type | Scientific literature |
Product safety information
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