The customer journey describes the path taken by users on the internet - from identifying a need to completing a purchase transaction. Being familiar with most of this journey is a key advantage for advertisers: they know which measures, individually or in combination, lead to (financial) success.
Every customer journey is different
The journeys of individual internet users sometimes differ significantly. This makes it all the more important to at least be familiar with the measurable part of the customer journey for your own target group.
Measuring and evaluating the customer journey touch point segments forms the foundation for further optimisation processes. Based on a typical purchase decision process for a target group, we can reveal whether there was actual contact between an advertising medium and a potential customer in every phase of the customer journey. This allows insights about the “blind spots” in the customer journey to be gained step by step.
Measuring and evaluating the customer journey is essential for the efficient control of online marketing activities: For example, if you know that the combination “banner view - product portal - SEA search” frequently leads to conversion for your products, you can focus on the corresponding successful channel and therefore put your advertising budget to use more efficiently.
With the ActionAllocator, we are offering a powerful tool that allows you to gather information about the customer journeys of your customers. We are able to track and evaluate advertising media views and interactions (clicks). Visits to specific sites such as a landing page can also be integrated into the analysis.
Since all of this has to encompass multiple channels and possibly multiple agencies, we will gladly cooperate with other agencies engaged by you.
We structure and analyse all your online marketing activities with you. The resulting campaign structures are linked to a 4-phase model of a purchase decision process and tracking is configured via the ActionAllocator. It supplies detailed information on the extent to which the campaigns in the various channels contribute to sales success, and in what combinations. Only then do the customer journeys of your customers become transparent.
The ActionAllocator is used by many customers as a highly flexible cookie manager. If your online marketing activities are spread across numerous channels, avoiding duplicate compensation for sales is particularly important.