{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Forget last click, first click or even our own 'best click', one of our favorite clients, Boden, has been talking brilliantly about how, now they can see all their customers' paths to conversion,  their mission is to optimise these and not necessarily the individual channels that make them up.

With tools that show the complete, chronological path any customer takes to an online sale, including the keywords that delivered clicks in both paid and natural listings, Boden is showing how online advertisers can work out for themselves not necessarily which of their online marketing activities are truly worth their money, but which combinations deliver best.

In his presentation to the Internet Retailing conference last month, Boden online acquisition manager Oliver Elliott revealed how using path-to-conversion data to optimise the channel that contributes the most (whichever click - or view - it might represent) misses the point, since giving more weight to that one channel necessitates giving less to another.

Elliott says he and his colleagues instead have a mission to find the 'golden combinations'; that mix of marketing events, both on and offline that work together best to deliver sales. Thus, he wants to optimise paths to conversion, not the individual channels that combine to form them.

This insight is a gigantic leap towards common sense. Of course you need to appear high up for generic terms. Of course good display advertising has value above and beyond its measly delivery of clicks and conversions.

But, the data to prove such things, and that they work together with traditional 'last-click' channels like paid search and affiliates to deliver customers, is essential nonetheless.

This is because, first, it helps to form a precise view of what we suspect to be the case and, second, because it provides much-needed ammunition for online advertisers to fire back at a digital industry (and their own CFOs) founded upon, but often mired in, data-driven and channel-centric insight.

'Purchase funnels' do no justice to the real complexity

Last-click models mean giving most of the credit, and usually all the commission, to the last thing any customer did in their path to a sale.

Traditional models of purchase funnels (from awareness, through consideration to, finally, purchase) barely do justice to the intricacies of our thought processes, but to say that only the brand or product search and paid link on which they clicked (for the only reason that they appear first in results) was the main thing of worth is plain silly.

But, first click makes no more sense. Even 'best click', a term we've begun to favour, does little justice to the complexity of our purchase journeys.

Boden's use of path-to-conversion data requires that data to be available in the first place, but now that it is, it also requires advertisers - and the industry at large, to start searching for the right kind of insight, that which suggests how to use all marketing platforms in concert with each other to create and curate customer acquisition and retention.

Using this amazing insight to better optimise individual channels might be a big step, but better to take small, difficult steps down the right path.

Paul Cook

Published 27 October, 2010 by Paul Cook

Paul Cook, the founder of RedEye and TagMan, is a contributor to Econsultancy.  

28 more posts from this author

Comments (7)

Comment
No-profile-pic
Save or Cancel
Bertie Stevenson

Bertie Stevenson, Head of Client Sales at TagMan

Those slides (and the video of Oli's presentation) seem to be behind a log in, but if you email them they should give it to you.  They replied to me with the password really quickly.

(Or get in touch with me of course!)

over 5 years ago

Avatar-blank-50x50

Dean Murr

Great stuff.

over 5 years ago

Avatar-blank-50x50

Rebecca Caroe

Bertie - I'll have a copy please... send to christianname @ surname dot com please paul, it's good to hear these things but couldn't you have shown us ignoramuses how the path to conversion data can be found, what it looks like and how to interpret? Would have been a whole lot more informative than the trad-funnel image you chose. thx PS I am a Boden customer and I'm interested in how they market to me

over 5 years ago

Avatar-blank-50x50

bcotier

I'm with Rebecca... Article underscores what we know but how do you measure it to find the "golden combinations" Can you send the pass word to me too bcotier@goldendog.com I have a spam wall provided by spam arrest. I'll come out to get your emai. Thanks.

Great stuff.

over 5 years ago

Avatar-blank-50x50

Angling Direct, AD at Angling Direct

Hi Bertie, can you please send me the password for presentation as well eugene.breus@anglingdirect.co.uk Thanks, Eugene

over 5 years ago

Avatar-blank-50x50

Geraldine Daly

I have sent an email to Mark...but if any of you good people have the code handy I would really appreciate if you could send it to me. Many thanks in advance. Geraldine

over 5 years ago

Paul Cook

Paul Cook, Director at NCC Web Performance

Hi Rebecca and bcotier. Well, the data is provided by TagMan (www.tagman.com), but it's not ours to share, it's Boden's (and their customers'). Oli from Boden shows some of the raw data in the presentation behind the email password, which we also have to be careful about sharing because that's not ours either - we got it from the website where Oli's presentation sits. Hope that helps?

over 5 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.