Given the prevalence of mobile devices, adding mobile channel to traditional online channel is a crucial decision for firms. This study aims to quantify the economic impact of mobile channel visits. By adopting vector autoregressive (VAR) methods based on data from online travel agency firm, we have drawn the following results. First, as compared with desktop channel visits, mobile channel visits have shorter carryover effect, but larger short-term effects on firm revenues. Second, for mobile channel, we find some sources-related contingencies. In particular, compared with search engine and referral traffic, direct visits have smaller short-term effects on firm revenues. These findings suggest that understanding the how of mobile creating value is crucial. Marketers can save money by carefully designing their mobile channel even multichannel campaigns.
Zhao, Yingnan; Wang, Quansheng; Song, Peijian; and Li, Qi, "Quantifying the Effect of Mobile Channel Visits on Firm Revenue" (2018). PACIS 2018 Proceedings. 108.