Now let’s look at another way to evaluate traffic channels. Rather than measuring success based on last-click conversions and revenue, we can evaluate channels based on how they assisted other channels in generating revenue.
A good example is display advertising, since display often helps other channels generate transactions and revenue by engaging users early in the buying cycle. Assisted conversions and assisted revenue are important ways to measure brand-based marketing or any marketing not intended to drive direct conversions.
We can use the Attribution Modeling tool to understand the overall value for channels and marketing activities that assist with conversions.
For multi-channel analysis, we’ll want to know:
- Which channels engage customers throughout the buying cycle?
- How do our marketing channels and campaigns work together to generate conversions and revenue?
- Are there any specific channels, campaigns, or any specific parts of a campaign that are underperforming?
- What is the value of our investment for channels that don’t generate direct conversions?
Customer profile analysis
In addition to understanding The Great Outdoor’s daily website traffic, our marketing manager wants to learn more about the store’s purchasing customers and their interests. This information can help improve future audience targeting, ad messaging, and overall marketing strategy.We can use Google Analytics to better understand:
- What was the behavior of users that converted versus those that didn’t?
- What were the demographic characteristics of users that converted versus those that didn’t?
- What were the technology platforms that made it harder for users to convert?
- And what are other characteristics of users that converted?
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