Analysing the customer journey

10th May 2013 in SEO

Marketers use many different channels to advertise their products, but analysing the effectiveness of each channel is a near impossible challenge due to the variety of mediums used. Tracking the journey of a user who walked past a billboard in the street, who then saw a social advert on their phone, did a bit more research on their tablet, before purchasing on their laptop at home is impossible. Knowing how much money to invest in each available channel becomes a challenge, because if one channel is underperforming it could have a massive impact on others.

A new tool from the Google Analytics team has been created to help companies know how important each channel is in their industry. Google has taken data from 36,000 analytics accounts, which have millions of purchases across 11 industries in 7 countries, and calculated aggregate statistics to develop a benchmarking tool - The Customer Journey to Online Purchase.

The tool helps advertisers see which channels help assist with a user interaction, and which act as a last interaction (creating the sale). As you would expect, industry sector and location have a big effect on how the customers ‘path to purchase’ is influenced by different advertising channels. The tool also analyses the average order value depending on the length (days) of the customer journey.

More information can be found on the Google Anlytics blog or try The Customer Journey to Online Purchase tool.

More from the blog

Gui 2311261 1280

20th February 2018 in SEO, Digital Strategy, Email Marketing, Social media

By Marnie Hartley

How to evaluate your marketing in 2018

Here at Applied, we thought we’d take a look at some of the ways in which you can analyse and evaluate the impact of your digital marketing. 

 Whether you're wanting to find out how to monitor referrals to your site or how to gain more engagement on social media, we’ll be providing you with insights on some great tools and platforms to help you with your marketing in 2018.

Read article chevron_right
Think Facebook Is The Only Company Watching You Think Again 700x466

18th December 2017 in Web Design and Development, SEO, Digital Strategy, PPC, Social media

By Marnie Hartley

Digital Marketing in 2018: What to expect?

2017 the digital marketing industry saw many exciting advancements, with the focus again being based on content marketing. In 2018, what should you be doing when it comes to digital marketing, with the likes of voice search, social media, influencer marketing beginning to change the face of digital?


Read article chevron_right
Screen Shot 2017 11 15 At 16.20.06

15th November 2017 in SEO, Digital Strategy, Content for Conversion

By Marnie Hartley

How can you create content for your website that gets seen in Google and helps your audience?

Creating content that gets seen in Google and helps your audience can be a difficult process. When creating content, it's important to think like your audience.  Pre-planning to find out what questions people are asking, what styles of content are popular and where to look for ideas can help you create effective content for your site.


Read article chevron_right

22nd September 2017 in Web Design and Development, SEO, Digital Strategy, Content for Conversion, Applied News, Email Marketing

By Chris Bardsley

September Digest

I remember reading a blog on a design agency website a few months back, that simply said ‘if we haven’t updated this for a while, we’re busy’.

The way it’s been at Applied over the last couple of months, that statement rings true for us as well.

So this brings the return of our monthly digest, consisting of what we’ve been up to this month, and what we’re working on.

Read article chevron_right