TagMan has played a pivotal role in a new report from the IAB, which explores attribution and customer conversion journeys in the retail sector.
Using the full conversion path and non-converting data feed reports for leading UK retailers TagMan partnered with the IAB to investigate the following key areas:
- The role all relevant forms of online media play in the customer conversion journey
- How online media work most efficiently when integrated
- The non-linear nature of the customer journey and the way that different formats interact with each other on the journey in the build-up to conversion
- The real impact of online display advertising on site visits and user behaviour
There are many factors influencing a user on their journey to sale and this report highlights just how much one user journey varies to another. With some users taking as little as one day to convert and others taking as long as 17, it’s important to understand how each channel is impacting the journey to be able to then reward their real contribution.
Our research showed that in over 55% of cases the consumer needed to be exposed to two or more online advertising touch points before they converted. It was also interesting to see that display advertising prompted a number of customer journeys and, when combined with search, the likelihood of conversion significantly increased.
The report, which also investigates brand loyalty and the opportunities for cross selling, is available to IAB members via: http://www.iabuk.net/blog/customer-conversion-journeys-in-the-retail-sector
To find out more about this report and how you can get a copy please email firstname.lastname@example.org