The knowledge of high-value customers provides the possibility to make decisions ensuring profitability of the company. By analyzing and optimizing a buyer’s journey, companies can better understand their customers and optimize marketing costs in the way that will generate a higher return on investment. The primary objective of this paper is to define the current state of multichannel attribution and, based on the literature, study and analyze the data regarding the buyer’s journey of high- and low-value customers of selected e-commerce business. To accomplish the main objective of our study, we retrieved and analyzed top conversion paths from Google Merchandise Store, the e-commerce website selling goods branded by Google, with the use of Markov chains and heuristic models. A difference between high- and low-value customers regarding the acquisition by marketing channels before the purchase was found. Moreover, it was found that high-value customers' journeys consist of more interactions compared to those of low-value customers.

Svrha – Društveni su mediji postali važan marketinški alat tijekom posljednjih godina. Slovačke ga banke također koriste u marketinške svrhe uz druge oblike komunikacije. Glavni je cilj rada usporedba percepcija marketinga na...

Purpose: The enterprise-education collaboration is a win-win situation. This paper describes how should be used commonly used LMS for enrichment the education process by collaboration students with companies participating on company’s practical problems.Methodology/Approach: We began with a review of literature and official European documents concerned on Europe 2020 strategy, education innovation and analysis of shortcomings of higher education graduates’ skills that are required by companies acting on the labour market. Then was applied pilot test and case study approach to evaluate the usability of designed SP4CE platform.Findings: Within the paper, we identified most missing skills of newly employed graduated, tested the developed SP4CE platform and find out that using this tool is supportive on the development of skills mainly required by employers.Research Limitation/implication: The results of pilot tests and single case study as a research strategy cannot be generalised as universal recommendations for any educational needs. It is important to involve into the platform and its functionality, sustainability assessment for more enterprises and not only collaboration effects but also impact of organizational and personal factors need to be evaluated.Originality/Value of paper: The paper presents an innovative approach to enterprise-education collaboration and its benefits not only to directly concerned participants but also its impact to whole society.