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Not since Google plumped for pay-per-click sponsored listings in 2000 has ‘The Big G’ made a decision as strategically significant as its recent commitment to path-to-conversion reporting in the guise of ‘Multi-Channel Funnels'.
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...
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.
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.
After much discussion about ‘marketing attribution’, the process of awarding different marketing events different levels of commission depending on their role in the conversion, it seemed appropriate to explain how exactly this works in practice and to demonstrate that the technology is available to make it happen.
TagMan’s Paul Cook recently asked if he could borrow a popular entertainment blog I own for the purposes of running an experiment. I said yes and promptly handed over the keys to Hecklerspray.com.
Paul wanted to figure out how the placement of tags on web pages affects performance. Turns out that the results of the research are a bit of an eye opener.
I've interviewed him to find out more about the issues. A link to the research can be found at the foot of this Q&A...
Paul Cook is Managing Director of Positive Feedback, which owns the TagMan tag management product that was a recent winner of an Econsultancy Innovation Award.
TagMan makes it easier for companies to implement web analytics and can reduce de-duplication, which is a growing concern for many e-commerce and marketing teams.
We interviewed Paul to find out more about the thorny issue of de-duplication...
Advertisers could be wasting £385m a year by failing to de-duplicate across different digital marketing channnels and paying more than once for the same sale.
According to a survey into the issue of de-duplication by TagMan, more than 40% of 50 companies in the digital sector said between 11% and 20% of commissions were duplicate payments.