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- Path To Conversion defined. - How can we draw insights to help us understand the effectiveness of our media at different parts of a customer journey? - Can we evaluate by Channel and / or media Tactic? - What are key recommendations using this tool? - How the channel / tactic split differs quite a lot between Last Event vs, 1-9 Events? - How we can index media channel according to media tactic?
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Path to Conversion Analysis.Understand Your Customer’s Journey.
1INTENDED AUDIENCE: Australian Marketers & Digital Advertisers.
PRESENTED BY: Pug Life Ad Solutions | Damus Chu.
PRESENTED ON: 25th November 2014.
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Segmenting online users by media Channel (Banner, Search, Video, Mobile, Social
ads etc…) or media Tactic (Awareness, Advocacy & Involvement, Consideration & Purchase)
across 10 events before the final online conversion.
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KEY INSIGHTS.
- BANNER and TABLET channels are more important in the
early stages of a customer’s journey to purchase. As such
these are great for the Awareness part of the purchase
funnel.
- MOBILE and SOCIAL channels are consistently used
throughout the customer’s journey. As such these are great
for the Advocacy and Involvement part of the purchase
funnel.
- VIDEO has a bigger portion of media usage mid-way. This is
also a great channel for Advocacy & Involvement, and
even Consideration part of the purchase funnel.
- SEARCH collects the final conversion as customers have
already been exposed to the brand, and compelling proof
points / pain points and are ready to finalise their
purchase. A great Performance tactic channel.
Example.
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RECOMMENDATIONS.
- BANNER & TABLETS – leverage home page buyouts
& net-blocks to raise mass awareness.
- MOBILE & SOCIAL – showcase your brand
personality, point-of-difference, and enable
customers to share, like and comment.
- VIDEO – tell a brand story & show a case study to
connect with customers. Test different proof
points and pain points.
- SEARCH – ensure a smooth conversion process
online or over the phone. Test different CTAs;
offers, end dates, give-aways, etc.
Example.
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KEY INSIGHTS.
• Most standard media reports will show
only Last Event conversions. The report
won’t show how many clicks and
impressions on ads towards a final
conversion a couple of events before
hand (1-9 events in this instance)
• Although 76% of Last Event conversions
were attributed to Search, 70% of
clicks and impressions leading up to
Last Event was driven by Banners,
Video and Social. The customer was
influenced by other channels
beforehand.
Example.
66
KEY INSIGHTS.
• Search is 3.58 times more likely to drive final
conversion than any other channel.
• All other channels especially Social and Video
are more than 3 times more likely to ASSIST
the final conversion between. 1-9 events
before the Last Event.
Example.
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Learn how to generate your very own Path To Conversion report,
charting the data, pulling insights, recommending next steps and
customise your analysis by channel or tactic.
Contact.
0405 355 188
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