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Solving the Customer Journey: The Detective's Path to Purchase
An infographic-style look at a single customer's path to purchase, visualized like a detective's evidence board. Glowing threads connect the customer silhouette to the key moments that truly influenced their decision: a YouTube video, a crucial Google search, a display ad, and the final "Thank You" screen. It's the moment the True Influence is understood, leading to the central "Aha!" lightbulb moment.
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Measure merely by Last Click Attribution? Not Recommended!
Have you ever heard of last-click attribution? Last-click attribution is a web analytic model which given the credit for a sale or conversation to the “last click.” The last click model may be accurate in the scenario which people conduct impulse buying. However, the reality is that many visitors check the website several times before they actually purchase the product or the service.
Back in 2011, a report from eMarketer pointed out that first- and last-click attribution methods are least effective at measuring multi-channel influence.The problem with last click attribution is that it fails to take into account all other parts. There is various touch points occur earlier in consumers’ using experience.
With the advance of technology, now marketers have lots of platforms to advertise, to reach customers. The most effective measurement would be having a multi-channel attribution method to evaluate the effectiveness of different media tools.
An interview with Nick Jordon conducted by eMarketer caught my attention. The title of the article is “Cracking Cross-Device Key to Attribution Success.” He said that marketers need to see how all those channels interplay with each other, and the current attribution methods only reveal a partial of someone’s daily life, not the entirely of it. “I think multi-channel, cross-device attribution is still largely a talking point.” Said Jordan, “But with companies like Google, AOL and Facebook hopping on board, adoption should hasten at least a little bit.”
Suggested Tools:
1. Google Analytics 2. IBM X Coremetrics (IBM® Digital Analytics Multichannel, formerly Coremetrics Multichannel Analytics, extends the value of the IBM Digital Analytics Solution by completing the picture of visitors’ digital journeys with data pertaining to their offline behavior)
