I’d like to thank Dixons for their latest tube ads which should bring to light how important the consideration and selection of products are as well as the final purchase in the sales process.

Now while they happily suggest consumers go elsewhere to pick which TV they want and visit their website to make the sale, many brands should be asking for consumers to consider and select products from within their own site as they will have a much higher chance of eventually selling that product to the prospect when the time comes.

With this in mind, using the traditional mechanism of a ‘last click’ wins model, only the marketing efforts which drive the visit of the eventual sale will get the credit, whereas Dixons rightly highlights the prospect’s need to spend time considering what to buy before the final plunge.

By using a last click win model, all the visits to your website which are for selecting and considering products will get no credit for the sale, even though they have an immense effect on the eventual conversion on that customer.

By running an attribution model which shares the credit of a campaign against all marketing events the prospect has responded to, your media planning will be more wisely spent, and the eventual returns much higher.  Ie, users who have visited the site already and looked for products are far more likely to buy that product from you on an eventual ‘purchase’ visit.

A few case studies to prove this are on the way from a number of major high street retailer and travel companies.  Get in touch and I’ll make sure you see them first!