Friday, June 07, 2013 | 11:53 AM
Last Thursday, we held a webinar discussing how to effectively measure the customer’s journey in a multi-device world. We focused on high-level best practices and strategies, as well as how Google Analytics and other Google tools can help you measure and respond to the evolving customer journey.
Watch the webinar video here to learn more about:
- Holistic, full-credit, and active measurement
- Everyday strategies to improve your measurement and marketing performance
- Basic techniques for marketing attribution
- Google Analytics features and tools for measuring the full customer journey
During the webinar, we received dozens of great questions from viewers. Read on below for responses to some of the most common questions we received.
Questions and Answers
What other blogs would you recommend for advice on measurement best practices?
Avinash Kaushik is the author of Web Analytics 2.0 and Web Analytics: An hour a day. On his blog, he discusses how to use digital marketing and measurement to focus on the customer while maintaining your ROI.
Justin Cutroni is the author of Google Analytics, Performancing Remarketing with Google Analytics, and Google Analytics Shortcut. He uses his experience as a consultant to guide his blog topics. His blog provides readers with techniques for using Google Analytics to maximize their marketing strategies.
Where can I find the “Think Insights” website referenced during the webinar?
Visit www.google.com/think for access to all sorts of statistics and articles about the latest trends in customer behavior. To learn more about the customer journey to online purchase, view the interactive benchmarking tool here.
How does marketing attribution help with intra-channel optimization?
Marketing attribution can help you to optimize intra-channel campaigns by allowing you to see value for each of the specific moments in the customer journey that you may be addressing within that single channel. For example, if you are running a search campaign, you may think about the role that different types of keywords play at different moments to help generate awareness for your brand, move the customer to consider your product, or to help close the deal. Using tools such as AdWords Search Funnels, you can determine where in the customer path those keywords had an impact, and this can help you optimize your keyword mix.
What are first-click and last-click attribution models?
The first and last clicks are important parts of two commonly used attribution models, the “first interaction” attribution model and the “last interaction” attribution model. Depending on which model you use, all credit for the sale (or conversion) is attributed to either the first or last click. In the “first interaction” model, the first touch point would receive 100% of the credit for the sale. In the “last interaction” model, the last touch point receives 100% of the credit. Historically, many businesses have relied on the last-click model alone, but since this model (like the first-click model) only addresses a single touch-point along the customer journey, it may miss other important marketing interactions.
There is no one specific model that will work for every business or every program within your business. Rather, you should explore different models and experiment to see which model or combination of models best fits your needs. Check out Google Analytics Multi-Channel Funnels and Attribution Modeling to get started.
What are some tips for measuring the customer journey with Universal Analytics?
Consider integrating Universal Analytics with all of your digital touchpoints (see some examples in this post). Here are a few use cases that our Certified Partners are already implementing to measure the customer journey beyond web:
- Integrated measurement and analysis of in-store POS systems along with desktop and mobile e-commerce platforms.
- Measuring offline macro and micro conversions through physical buttons or integration with CRMs.
- Measuring physical interactions -- for example at display booths at conventions or artworks at major exhibitions -- through to online engagement with associated websites.