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Understanding the Mobile Consumer along the Customer Journey: A Behavioural Data Analysis based on Smartphone Sensing Technology

  • Digitalisation is shaping a new consumption era characterised by high connectivity, mobility and a broad range of easily accessible information on products, prices and alternatives. As a result, it becomes more difficult than ever to understand modern consumers along their complex and dynamic path to purchase. However, mobile data about consumers’ behaviour captured on their phone has high potential for facing this challenge. Yet, there is no solution on how to use this data to follow the consumers on their mobile devices. This thesis proposes a first approach on how mobile data collected with smartphone sensing technology can be analysed to assess mobile consumer behaviour along their customer journey. Based on current practices in customer journey analytics, a mobile customer journey model is developed and three analysis concepts are created, which are implemented in an explorative analysis. The results show that mobile sensing data presents a great opportunity for analysing mobile behaviour in three main research areas: examining the touchpoint performance of a brand across mobile apps, describing different target groups by their smartphone usage behaviour and deriving real customer journeys on users’ devices. Nonetheless, further exploration is necessary to unlock the full potential of mobile data in customer journey analytics.

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Author:Isabelle Halscheid
Document Type:Master's Thesis
Year of first Publication:2022
Date of final exam:2022/12/20
First Referee:Tobias Galliat
Advisor:Simone Fühles-Ubach
Degree Program:Markt- und Medienforschung
Page Number:119
GND Keyword:Kauf; Smartphone; Verbraucher; Verbraucherverhalten
Access Rights:Frei zugänglich
Licence (German):License LogoCreative Commons - Namensnennung-Weitergabe unter gleichen Bedingungen