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These days, the customer journey has grown more complex. Before making an online purchase decision, a customer may engage with your brand through many different media channels over several days. Google have released a tool which helps you to explore and understand the customer journey to improve your marketing programs.
The data available within this Google Tool shows how various Marketing channels (such as email, display, paid search ads, social & direct) influence the customer at different points within their path to purchase.
‘Assist’ channels build awareness, consideration, and intent earlier in the customer journey or ‘purchase funnel’
‘Last Interaction’ channels act as the last point of contact prior to a purchase.
Unfortunately Google have not released data specifically for the Irish market, however is it is available for our closest neighbour the UK, as shown below.
Interestingly the data shows how channels such as Paid, Social & Email generally impact on ‘assisted‘ conversions, However Organic, Referral & Direct impact significantly more on ‘Last interaction‘ conversions.
Evermore this highlights the importance of strong activity on the assisted channels to help build awareness, consideration, and intent to help drive the customer further down the conversion funnel.
This tool also shows data on the ‘number on the Days and Steps to purchase’ along with data on the ‘average order value by days/steps to purchase’.
Article Source: Thinkwithgoogle.com
