Multi-channel tracking is the basis for successful marketing across a wide variety of channels. The problem: multi-channel marketing, which supports the user in all information needs during the purchase decision process, can only work if all participating channels (such as agencies) are also compensated according to their performance.
The leading “last cookie wins” principle does not really support the information needs of the user effectively. But why is that? Agencies only get a commission on the sale if they have issued the last cookie. This means everyone serves the final phase of the purchase decision process - nobody wants to do anything to prepare for the sale since you usually walk away empty-handed.
customer journeys and the related information needs are not effectively planned in multi-channel marketing. For example, users are not supplied with information or buying impulses directed at their target group in the purchase decision phase. As a result, the customer journey may end with a click on the “order button” of another provider who planned things better.
In order to avoid this, you should implement multi-channel tracking that records and evaluates the contribution of all participating channels and campaigns toward the sale.
The ActionAllocator - a tool developed by explido - is a multi-channel tracking application with integrated cookie manager. It allows all contact points leading up to the sale (customer journey) to be captured, so that evaluating the performance of the individual traffic channels is optimised. These data are later available to you for settlement and compensation.
In particular, overlap between affiliate marketing, display advertising and SEA is quickly revealed here so that you can avoid duplicate compensation. Pure visual contacts are also captured, i.e. we can evaluate the influence of advertising media views on the subsequent purchase decision directly (important for display and post-view affiliate campaigns)!
Almost every new campaign requires its own checkpoint. With the ActionAllocator, you can easily administer any number of checkpoints. This allows you to implement your campaigns very quickly without the use of your technology, and to track their respective contribution to the sale.
The ActionAllocator offers information about all touch points for all campaigns, which allows the flexible evaluation of their contribution to the sale. This permits the allocation of the shopping cart value to various channels involved in the purchase decision process in order to achieve the fair distribution of commissions.
All contributions of your multi-channel marketing activities to the purchase decision are transparent and also receive compensation. This is advantageous for the user, who now gets an optimised supply of information without any agency having to “sacrifice” itself. And best of all, you generate more sales!
Capture all your channels and optimise the interplay between your campaigns!