With analysis, you can gain a clearer understanding of consumer behavior to help you make better decisions today.
Many marketers continue an unhealthy obsession with only crediting the last click as the reason for their marketing success. This is called last-click attribution, and it's about as shortsighted as crediting a sign outside a store as the sole reason someone came inside and made a purchase. Yes, the sign does matter. It may have actually been the reason for the customer to enter the store and buy a product. But what if you could see all the other interactions with your brand that a customer had prior to seeing the last interaction and making a purchase? You can. And smart marketers and brands already do this using modern analytics platforms.
With that said, no matter what tools you are using, going beyond the last click and crediting all your channels is critical if you hope to fully value your marketing efforts. Here are three important reasons you need to do this:
The world of digital marketing is growing more complex, but the good news is modern tools are keeping pace, making it possible to easily measure results and take action. It takes a shift in mindset to value new channels such as social and mobile as highly as they should be. But with analysis, you can gain a clearer understanding of consumer behavior to help you make better decisions today.
This column was originally published on Feb. 4, 2013.
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Adam Singer is Analytics Advocate at Google, a marketing, media and PR industry speaker, startup adviser and blogger. He previously was digital director for a 300+ person global consulting team and over the course of his career has provided online marketing strategy for B2B & B2C brands in a variety of industries including marketing technology, healthcare, manufacturing, advertising/subscription-based web startups, and much in between. Singer and his campaigns have been cited by top media outlets such as TechCrunch, AdWeek, NY Times and more for creative use of digital marketing and PR. Singer blogs at The Future Buzz - an award-winning blog with more than 25K subscribers and frequently-referenced source of what's new in digital marketing.
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