… not only reveals information about the customer’s journey en route to a product purchase, but also enables campaigns to be tailored perfectly to individual needs. Before users become customers by finally clicking the “Buy Now” button, they pass through multiple touchpoints in a wide variety of channels along their customer journey: clicking an SEA ad, reading newsletter information, noticing the brand in a display banner, and perhaps using an affiliate publisher to clinch their purchase. In this chain of events, “last click” attribution – where the full value is assigned to the last channel visited before conversion – is no longer in line with modern reality. To reflect performance, values must instead be distributed among all channels involved in the sale. To achieve this, an array of attribution models can be applied which enable integrated user evaluation to be drawn up and optimized, incorporating all channels that were involved in conversion.
To maximize overall success and boost long-term sales, all touchpoints along the customer journey must be mapped seamlessly from end to end, and the channels involved in conversion must be identified. We design useful models for distributing value per channel and identifying channel positions along the customer journey, and use them to create your bespoke concept for integrated attribution.
We analyse the most successful channels and supply sound decision criteria for use in cross-channel campaign evaluation that can serve as a basis for optimizing marketing budgets in the future. Transparent data-based evaluation relies on a broad understanding of the interactions and dependencies in individual marketing channels.
Highly accurate tracking is fundamental to successful monitoring of attribution and customer journeys. We support you by providing tracking solutions that are tailored to your company in terms of technology and concept, and are also happy to work with your IT team on their implementation. We edit the complex information collected from the touchpoints into clear assessments that allow you to judge how well the various channels are performing, and how their influences interact during the customer journey.
To create a bespoke setup, we work with you to define your specific goals, targets and objectives, explain the diverse options offered by individual attribution models and select the relevant channels for optimization.
SETUP & ANALYSIS
SETUP & ANALYSE
We help you to select and implement a suitable tracking solution. The solution then delivers key findings about the functioning and efficiency of the channels in use, and serves as a basis for optimization and further development.
Based on our analyses, we design individual concepts that make the most of the potential for optimization along the customer journey. During this process, we provide advice and consultancy on all strategic and technical issues whenever it is needed.