Every marketer is tasked with identifying the marketing vehicle(s) that will result in the most revenue at the lowest cost. During discussions with my clients regarding this endeavor, I often hear pains of frustration. This frustration is primarily caused by the inability to accurately identify a direct marketing path to a sale. The reality is that in today’s world, this direct path seldom exists.
Understanding how assisted conversions work and what the data means will help to minimize a lot of the frustration.
Is Your ROI Going Up or Down?
It’s fairly easy to identify the last touch point or sometimes even the first touch point a consumer makes prior to purchasing or even the first touch point. However, when looking at these touch points alone, many marketers find themselves in situations where they are spending more and generating less revenue. Why is this?
It’s easy to assume that the … Continue reading