Posts tagged with Path To Conversion

Social media and SEO massively undervalued: study

Now that TagMan has been tracking all the activity of some very big clients for a substantial period of time, we can provide some pretty definitive answers about how different campaigns appear in, and contribute to, the path to conversion.

From this data, we have proof that natural search and social media channels are vastly undervalued, while the effect of paid search is overstated... 

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Before we take path-to-conversion reporting for granted…

One day, you might ask ‘what the hell have path-to-conversion reports ever done for us?’ These reports now exist, are a massive leap forward and are already driving some advertisers to better online marketing plans.

However, given the pace of change and the ease with which we take such advances in our stride, here’s a pre-emptive strike against us ever taking full path-to-conversion reporting for granted.

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Optimise paths to conversion, not channels

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.

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Better technology, better marketing attribution

Web analytics expert Eric T. Peterson has gone on a new tip about campaign attribution, aka the ability to apportion credit for any campaign effectiveness to the channels, executions and partners that delivered it.

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