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Path to Conversion Analysis.


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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?

Published in: Marketing
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Path to Conversion Analysis.

  1. 1. Path to Conversion Analysis. Understand Your Customer’s Journey. 1 INTENDED AUDIENCE: Australian Marketers & Digital Advertisers. PRESENTED BY:Pug Life Ad Solutions | Damus Chu. PRESENTED ON:25thNovember 2014.
  2. 2. 2 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.
  3. 3. 3 KEY INSIGHTS. -BANNERand TABLETchannels are more important in the early stages of a customer’s journey to purchase. As such these are great for the Awarenesspart 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 Considerationpart of the purchase funnel. -SEARCHcollects 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 Performancetactic channel. Example.
  4. 4. 4 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.
  5. 5. 5 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.
  6. 6. 6 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.
  7. 7. 7 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.
  8. 8. Contact. 0405 355 188 8 Follow me on: