comparison of different digital tactics in terms of percent of customers acquired and also the value of the customers -- search (both organic and paid) brings the highest value customers.

1. Digital Channel Comparison
for Customer Acquisition
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
January 2014
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Augustine Fou

2. Ecommerce Customer Acquisition
Organic search delivers the most customers and
the highest value customers, followed by paid
search (cpc)
Source: Custora via MarketingCharts June 2013
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Augustine Fou

3. Dr. Augustine Fou – Digital Consigliere
“I advise clients on selecting and
optimizing advertising within digital.
Depending on the industry and marketing
objective, different clients should use
different mix of digital tactics.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou

4. Related Articles
Future of Advertising
By: Augustine Fou, March 2013
State of Online Video Ads
By: Augustine Fou, December 2013
Why Digital Kicks Traditional
By: Augustine Fou, March 2012
How Display Fraud Works
By: Augustine Fou, May 2013
Video Ads Destroy TV Ads
By: Augustine Fou, April 2012
How Click Fraud Works
By: Augustine Fou, November 2013
Mythbusting Advertising
By: Augustine Fou, June 2012
The Biggest Lies of TV Advertising
By: Augustine Fou, May 2012
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Augustine Fou