Publications

Publications

2016

• Anderl, E. M., Becker, I., v. Wangenheim, F. & Schumann, J. H. (2016). Mapping the customer journey: Lessons learned from graph-based online attribution modeling. International Journal of Research in Marketing, 33(3), 457–474. (VHB3: A)
• Anderl, E. M., Schumann, J. H., & Kunz, W. (2016). Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys. Journal of Retailing, 92(2), 185–203. (VHB3: A)

2015

• Anderl, E. M., März, A., & Schumann, J. H. (2015). Nonmonetary customer value contributions in free e-services. Forthcoming at Journal of Strategic Marketing. (VHB3: C)
• Klapdor, S., Anderl, E. M., Schumann, J. H., & v. Wangenheim, F. (2015) Using Multichannel Behavior to Predict Online Conversions. Forthcoming at Journal of Advertising Research. (VHB3: C)
• Klapdor, S., Anderl, E. M., v. Wangenheim, F., & Schumann, J. H. (2014). Finding the Right Words: The Influence of Keyword Characteristics on Performance of Paid Search Campaigns. Journal of Interactive Marketing, 28(4), 285-301. (VHB3: B)

2014

• Anderl, E., Kunz, W., & Schumann, J. H. (2014). It Takes Two to Tango: Interaction Effects in Multichannel Online Advertising. 2014 Global Marketing Conference, Marina Bay Sands,  Singapur, 15.-18.07.2014.
• Anderl, E., März, A., & Schumann, J. H. (2014). There is No Free Lunch:
  Non-Monetary Customer Value Contributions in Free E-Services. EMAC 2014, Valencia, ES, 03.06. – 06.06.2014.
• Hüttel, B., Wagner, C. J. & Schumann, J. H. (2014). It’s not all about the Benefits – Cost Perceptions as Additional Drivers of the Zero-Price Effect. Accepted at EMAC 2014, Valencia, ES, 03.06. – 06.06.2014.
• Schubach, S. A., Heß, N. J. & Schumann, J. H. (2014). Stakeholder Theory as a Mean to Understand Customer Orientation if There is More Than One Customer Population. EMAC 2014, Valencia, ES, 03.06. – 06.06.2014.
• Schumann, J. H., v. Wangenheim, F., & Groene, N. (2014). Targeted Online Advertising: Using Reciprocity Appeals to Increase Acceptance Among Users of Free Web Services. Journal of Marketing, 78 (1), 59-75. (VHB3: A+)
• Anderl, E., Becker, I., von Wangenheim, F., & Schumann, J. H. (2014). Putting Attribution to Work: A Graph-based Framework for Attribution Modeling in Managerial Practice. 1. Passauer Digital-Marketing-Konferenz, Passau, 24.01.2014.
• Igl, C., & von Wangenheim, F. (2014). Dynamics in Online Communities. 1. Passauer Digital-Marketing-Konferenz, Passau, 24.01.2014.
• März, A. (2014). The Impact of Customer Attributions on the Perceived Helpfulness of Mobile vs. Non-Mobile Generated Customer Reviews. 1. Passauer Digital-Marketing-Konferenz, Passau, 24.01.2014.

2013

• Anderl, E., & Schumann, J. H. (2013). A holistic view of the online customer journey. Conference on Service and Technology Marketing, Zurich, CH, 21.11. – 23.11.2013.
• Hüttel, B., Wagner, C. & Schumann, J. H. (2013). It's not all about benefits – cost perceptions as additional drivers of the zero-price effect. Conference on Service and Technology Marketing, Zurich, CH, 21.11. – 23.11.2013.
• Heß, N., Schubach, S. & Schumann, J. H. (2013). Stakeholder Theory as a Mean to Understand Customer Orientation in Two-sided Markets. Conference on Service and Technology Marketing, Zurich, CH, 21.11. – 23.11.2013.
• März, A. & Schumann, J. H. (2013). Impact of characteristics attributed to mobile-generated consumer reviews on perceived helpfulness. Conference on Service and Technology Marketing, Zurich, CH, 21.11. – 23.11.2013.
• Golovko, D. & Schumann, J. H. (2013). Influence of Social Networking Sites on success and its leverage effect on marketing effectiveness. Conference on Service and Technology Marketing, Zurich, CH, 21.11. – 23.11.2013.
• Schumann, J.H. (2013). Using Online Customer Journey Data for Conversion Prediction and Attribution Modeling. werbeplanung.at SUMMIT, Vienna, Austria, 11.-12.07.2013.
• Roscheck, C., Anderl, E., Schumann, J. H. (2013). Effektivitätsmessung im Online-Marketing - Vom einzelnen Klick zur Customer Journey. WiST, 42 (5), 238-245.
• Anderl, E., Becker, I., v. Wangenheim, F., Schumann, J.H., & Graf, F. (2013). Analyzing the Customer Journey: Attribution Modeling for Online Marketing Exposures in a Multi-Channel Setting. Theory & Practice in Marketing (TPM) Conference, London, UK, 31.05 – 01.06.2013.
• Anderl, E., Becker, I., v. Wangenheim, F., Schumann, J.H., & Graf, F. (2013). Analyzing the Customer Journey: Attribution Modeling for Online Marketing Exposures in a Multi-Channel Setting. Innovative Approaches to Measuring Advertising Effectiveness Conference, Wharton Customer Analytics Initiative, Philadelphia PA, USA, 16.05.2013.
• Anderl, E., März, A. & Schumann, J. H. (2013). There is No Free Lunch. Value Contributions of Non-Paying Customers. AMA Winter Educators` Conference, Las Vegas, NV, USA, 15. - 17.02.2013.

2012

• Schumann, J. H. (2012). Reconceptualizing Pricing in the Context of Co-creation. Marketing Department, Boston College, Boston, MA, USA, 26.09.2012.
• von Wangenheim, F. (2012). Designing and Marketing Digital Content Services. Frontiers in Service Conference, College Park, MD, USA, 14. - 17.06.2012.
• Anderl, E., März, A., & Schumann, J. H. (2012). There Is No Free Lunch. Value Contributions of Non-Paying Customers. Frontiers in Service Conference, College Park, MD, USA, 14. - 17.06.2012.
• Schumann, J. H. (2012). How Exposure to Advertiser Communication Affects Conversion Rates of Online Shops. 34th ISMS Marketing Science Conference, Boston University, Boston, MA, USA, 07. - 09.06.2012.
• Anderl, E. (2012). Analyzing the Online Customer Journey: Online Advertising Effectiveness in a Multi-Channel Setting. EMAC Doctorial Colloquium, Lissabon, Portugal, 20. - 22.05.2012.
• Geser, C. (2012). Management of Online Communities. EMAC Doctorial Colloquium, Lissabon, Portugal 20. - 22.05.2012.
• März, A. (2012). Instantaneous Word-Of-Mouth Behavior on Mobile Devices. EMAC Doctorial Colloquium, Lissabon, Portugal, 20. - 22.05.2012.
• Gröne, N., v. Wangenheim, F., Rothstock, K., & Schumann, J. H. (2012). Appell an das Gewissen. Harvard Business Manager, 34(3), 10-12.
• Gröne, N., v. Wangenheim, F., & Schumann, J. H., (2012). Reconciling Targeted Online Advertising – Supporting Free Online Content While Respecting Consumers’ Concerns About Privacy. AMA Winter Educators' Conference, St. Petersburg, FL, USA, 17. - 19.02.2012.

2011

• Anderl, E., März, A., Schumann, J. H., v. Wangenheim, F., & Ackermann, F. (2011). Kann man mit kostenfreien Dienstleistungen Geld verdienen? Produktivität kostenfreier E-Services. In: R. Reichwald, & K. Möslein, (Hrsg.), CLIC Executive Briefing No. 21. HHL Leizig.
• Ackermann, S. (2011). Der Einfluss von Advertiser Competition auf die Klick- und Kaufentscheidung im Suchmaschinenkontext. Winterkonferenz "Kundenwert im Internet: Potenziale und Herausforderungen", Garching/München, Deutschland, 16.12.2011.
• Geser, C., & Rohrmeier, P. (2011). Warum Online-Community-Nutzer inaktiv werden – eine empirische Analyse. Winterkonferenz "Kundenwert im Internet: Potenziale und Herausforderungen", Garching/München, Deutschland, 16.12.2011.
• Gröne, N., v. Wangenheim, F., & Schumann, J. H., (2011). Akzeptanz von Behavioral Targeting: Ist Werberelevanz das richtige Argument?. Winterkonferenz "Kundenwert im Internet: Potenziale und Herausforderungen", Garching/München, Deutschland, 16.12.2011.
• Siehr, J. (2011). Tracking im Onlinemarketing: Wie wertvoll sind meine Marketingaktivitäten?. Winterkonferenz "Kundenwert im Internet: Potenziale und Herausforderungen", Garching/München, Deutschland, 16.12.2011.
• Schumann, J. H., & Anderl, E. (2011). Produktivität kostenfreier Services. 2. Arbeitskreistreffen "Wissenschaftliche Basis und Service Science" im Rahmen der strategischen Partnerschaft - Produktivität von Dienstleistungen, Berlin, Deutschland, 27.09.2011.
• Gröne, N., v. Wangenheim F., & Schumann, J. H. (2011). Interest-Based Internet Advertising and Privacy Concern – How to Increase the Acceptance of a Rising Marketing Phenomenon. XXI. International RESER Conference, Hamburg, Deutschland, 07. - 10.09.2011.
• Kraiker, S. & März, A. (2011). Misconceptions about Service Productivity: A Major Threat for the Success of Internet Start-ups. XXI. International RESER Conference, Hamburg, Deutschland, 07. - 10.09.2011.
• Lindner, H., & Anderl, E. (2011). General Challenges and Approaches to Increase the Efficiency of E-Services - Practice Notes. XXI. International RESER Conference, Hamburg, Deutschland, 07 - 10.09.2011.
• Ackermann, S., & v. Wangenheim, F. (2011). Behavioral Consequences of Customer Initiated Channel Migration. Quis 12th International Research Symposium on Service Excellence in Management, Ithaca, NY, USA, 02. - 05.06.2011.

Fre(E)S in the Press

• TRP1 Fernsehen (2014, January 24). Passau - 1.Digital-Marketing-Konferenz. Available at  http://www.myvideo.de/watch/9441560/Passau_1_Digital_Marketing_Konferenz.
• Schata, N. (2013). Dem Kunden auf der Spur. Das Verhalten der Online-Kunden besser verstehen. Campus Passau.
• N.N. (2013, July 30). Uni Passau lüftet Geheimnisse des Kundenverhaltens. Passauer Neue Presse.
• Fletcher, H. (2013, July 9). Fragmentation of Mass Messaging: The Past 10 Years of Direct Marketing Part 2. Target Marketing. Available at http://www.targetmarketingmag.com.
• Brodsky, M. (2013, May 29). Big Data Discourse on Campus. Wharton Magazine. Available at http://whartonmagazine.com/blogs/big-data-discourse-on-campus/.
• N.N (2013, May 6). Internationale Beachtung für intelliAd-Logarithmus. derStandard.at. 
• Siehr, J. (2012, November 7). Big Data. Quellen des Kundenwissens. acquisa Spezial Direkmarketing, 4, 34-35.
• Gehl, C. (2012). Auf der Spur des Kaufentscheidungsprozesses. Lead Digital. Verfügbar unter http://www.lead-digital.de/.
• Schumann, J.H. (2012, August 30). Customer Journey trifft Wissenschaft. Lead Digital. Verfügbar unter https://www.jp-marketing.wi.tum.de/fileadmin/w00bgp/www/Aktuelles/Lead_Digital.pdf.
• Anderl, E., März, A., & Schumann, J.H. (2012). Was ist ein nicht-zahlender Kunde eigentlich wert?jz Magazin.
• Klin, R. (2012, June 12). Erfolgreich auf dem Weg zur Multi-Kanal-Optimierung. ADZINE. Available at http://www.adzine.de/.
• N.N. (2012, May 21). "Path to Conversion" zeichnet Customer Journey auf. Internet World Business. Available at http://www.internetworld.de/.
• Zunke, K. (2012, May 14). Customer Journey im Fokus der Wissenschaft. Internet World Business. Available at  http://www.internetworld.de.
• N.N. (2012, April 30). Mediaplex will Advertiser an die Customer Journey heranführen. ADZINE. Available at http://www.adzine.de.

Selected Previous Publications

• Ackermann, S., & v. Wangenheim, F. (2010). Spillover and Interaction Effects in Search Advertising. 2010 Marketing Science Conference, Köln, Deutschland, 16.06.2010.
• Ackermann, S. (2010). Search Advertising: Spill Over and Interaction Effects. Doctoral Colloquium at the 39th Annual Conference of the European Marketing Academy, Kopenhagen, Dänemark, 01. - 04.06.2010.
• Brockmeier, N., & v. Wangenheim, F. (2010). Interest-based Internet Advertising and Privacy Concern - How to Increase the Acceptance of a Rising Marketing Phenomenon. 2010 Marketing Science Conference, Köln, Deutschland, 16.06.2010.
• Ackermann, S., Wünderlich, N. V., & v. Wangenheim, F. (2009). Geschäftsmodelle in virtuellen Spielewelten, München, Deutschland.