Channel influence in path to purchase: Benchmarks. We all know that each channel is a little bit unique in the role it plays in your conversion process. Some tend to introduce people to your brand, others assist in the middle, and others still tend to drive last click conversions. This poses two challenges. 1. How do you know how your channel/marketing strategy is doing? (Should you shout at people via email?) 2. How do you analyze this behavior? For #1, please visit this lovely tool from the team at Google that provides benchmarks for many countries for seven different channels: goo.gl/6FH5Fp Youll see three different channels and their behavior for large sites in the US in the Electronics category in the images below. You can do a lot more analysis on the site above. For #2, Ive written two posts you can check out. + Defining types of multi-channel attribution problems: goo.gl/E5Vstc + Eight multi-channel attribution models, their pros and cons: goo.gl/nFc5JR Enjoy!
Posted on: Fri, 12 Dec 2014 20:12:31 +0000
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