60. Branding 35 MétricasTácticas: MétricasEstratégicas: Impresiones CTR Bounce Rate Reach VisitantesÚnicos NuevosVisitantes Adquirir Pageviews Tiempo en el Sitio Embeds Qualified Reach Shares, Comments, Plays Registros (CRM) Involucrar VisitantesRecurrentes Loyalty (+) Recency (-) Lealtad Digital Impact: The Two Secrets to Online Marketing SuccessGeoff Ramsey, CEO eMarketerhttp://bit.ly/D-Impact
65. 40 El procesode toma de decisiónes largo Awareness Consideración Preferencia Compra Lealtad
66. 7/23/11 7/19/11 7/15/11 7/11/11 Conversion Google Organic Email Direct Google PPC Yahoo Organic Google Display Google PPC Google Organic NYT Referral Twitter 41 Todos los puntos de contacto
72. 47 Más fuentes de Información GoogleLatinoamerica Google Analytics Individual Qualification: http://bit.ly/GA-IQ gplus.to/equevedo@equevedo
Notas del editor
IMPORTANT NOTE: Background on attribution. Many clients will know this.In current attribution systems, a lot of their conversions are coming from direct, or googleppc. These sales would be wholly attributed to direct visitors or google search ads.You need to know what happened in the whole stream of interaction - you need the full picture of all the touchpoints and how they were either additive or cannibalistic to really know how to distribute your marketing spend
In this example, where previously only the clicks seen here on 7/23/11 would have been known, all the previous interactions, whether with email or organic search, a Twitter referral or other sources are now clear to you as wellThere hasn’t been a cleanly visualized and simple way to get this information, so we set out to change thatWith Cross-Media Funnels, we are able to ultimately tie and report these conversion paths to marketers, helping them first understand where their ROI is coming from, and eventually understanding how to optimize their $s more effectively amongst the different advertising channels.