Web Analytics practitioners do a very nice job of summarizing visit-specific customer behavior. They can tell you that 29% of the customers who visited a landing page were new, 71% existing visitors. Our world of marketing and measurement fundamentally changed when we were given access to the information provided by Web Analytics.
Now it is time to complement the veritable plethora of information provided by Web Analytics with Multichannel Forensics.
Most online marketers generate considerable sales from customers referred by Google, Yahoo!, and MSN searches.
Now let's consider future behavior. In other words, does the Google purchaser purchase again after conducting a search using Google? Does she purchase again because she becomes loyal to your website, visiting it frequently? Does she purchase again because of your catalog marketing activities? Does the MSN purchaser stay loyal to the MSN micro-channel, or does she switch to Google?
Multichannel Forensics provide answers to all of those questions.
Often, Multichannel Forensics suggest that Google is a unique micro-channel, separate from your e-commerce channel. My projects routinely indicate that Google customers have comparable future value, compared with Yahoo! or MSN customers. But subsequent behavior is fundamentally different! This means downstream marketing activities can be executed differently for the Google shopper than the MSN or Yahoo! shopper.
The Yahoo! and MSN shopper are occasionally less loyal to their portal than are Google shoppers. Loyalty to your brand may be similar, but you may find these customers elsewhere on the internet in the future, whereas the Google shopper may continue to be loyal to Google.
Results across brands are frequently unique, so it is important that you give Multichannel Forensics a try, considering each online marketing vehicle as a unique micro-channel.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
July 07, 2008
Google, Yahoo!, MSN, and Multichannel Forensics
Subscribe to: Post Comments (Atom)
The Customer Has No Value
Back in the days when clients paid money to have you on campus, there were times when a CEO or Marketing Executive just wanted to "touc...
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
Sometimes you think "people already know this stuff". Sometimes you realize that Google Analytics give smart analysts almost no op...
If you want to understand why clients don't trust vendors and trade journalists, read this little peach from a week ago: Direct Mail is ...
In your experience, have you found much value in taking the extra steps required to treat customers acquired from paid search advertising as a separate channel from those acquired via SEO or "organic" search results?ReplyDelete
From a catalog marketing standpoint, yes. I have not seen it from an e-mail marketing standpoint.ReplyDelete
Most important, the long-term sales trajectory of the business changes as customers shift between paid search channels and natural search --- this is what I specialize when helping clients.