Letters: Tracking the entire customer journey
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We all know that consumers work through a combination of digital media before making their final purchase decisions. Yet advertisers are still using the 'last click wins' method when measuring their ROI.
With US ecommerce conversion rates averaging only a paltry 2.5%, it's clear that marketers need to fully understand the journey customers take online in order to understand what factors are hindering conversion rates.
Adopting a fully integrated web analytics approach, which pulls together all digital touchpoints and measures conversion by customer segment, is the only way digital marketers can truly understand customer behaviour. The increase in conversion from, say, 2.5% to 3% that this can cause represents the equivalent of a 20% increase in an online marketing budget.
From Mark Patron, CEO, RedEye
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