Not all customers on the internet are the same - which is why the type and volume of information they need to make a purchase decision also differs. So what does the customer journey of your customers look like? In our touch point analysis, we evaluate every contact between a user and an advertising medium or information source. The objective is to find the optimum combinations in the marketing mix.
There is no perfect customer journey - but there are better ones and poorer ones. At first glance, you as an advertiser may think the shortest customer journey can always be assumed to be the best and most favourable one. While this may often be the case, it doesn’t always apply: For example, a display contact that leads to my SEA (search engine advertising) brand campaign as the second touch point is more favourable in combination than a generic SEA contact.
In our previous customer projects, we have noted that evaluating the touch points of a customer journey often reveals similar results. Approximately 50% of all sales are generated by 10-20 different customer journeys that are usually short and SEA heavy. The remaining 50% are shared among up to 1000 very different customer journeys that also differ greatly in length.
With the second half of sales, one can assume with certainty that the information which is offered does not meet the needs of your potential customers. The goal is to recognise and close information gaps. These are often found in the middle phases of the purchase decision process. Users who are not properly supplied here either continue their journey to another provider or are ‘recaptured’ more or less by chance. This happens due to the distribution of advertising media. It is immediately clear that this is not efficient.
The ActionAllocator is the tool used to conduct a touch point analysis. All contacts are tracked and evaluated in clearly arranged reports. You and we obtain extensive insights into the buying and ‘travel’ behaviour of your customers on the internet. We analyse these data with you in the course of a workshop.