Presented by Doug Bryan, VP, Analytics, iCrossing, on a Direct Marketing Association Webinar, February 22, 2012.
How many marketing touch points do your customers go through before they buy? Are you paying twice for customer conversions? Is your display advertising view-through ROI as good as your paid search click-through ROI? If you don't know the answers to those basic questions, then you are probably not allocating your advertising budget as well as you could.
The number of information sources that the average shopper comes across doubled in 2011, and 84% of all shoppers now use online information sources. Advertising is getting more complex, too. Social media and mobile now factor more heavily into the shopping experience. Advertisers are developing new tactics such as retargeting, real-time bidding, and demand-side and data management platforms. And yet, even as the tactics change, the needs of your business remain the same: understand the ROI of your marketing tactics, which is what conversion attribution modeling will help you do.