http://www.bruceclay.com/blog/2007/04/measurement-and-metrics/ SEO and Internet Marketing Blog Thu, 09 Feb 2012 22:23:45 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.bruceclay.com/blog/2007/04/measurement-and-metrics/#comment-16260 Doug Winenger Wed, 25 Apr 2007 22:14:49 +0000 http://www.bruceclay.com/blog-test/2007/04/measurement-and-metrics/#comment-16260 <p>Commenting on the paragraphs regarding Macy's:<br /> At my company, we call the multiple clicks that contribute to a conversion/sale the "Purchase Path". We track every click that is related to a conversion. Our technology has collected many examples of web consumers performing multiple searches through many different channels before purchasing (email, affiliate, search engine, CSE, organic, etc). <br /> We provide this data to our clients so they can see how the various advertising channels are contributing to conversions/sales. <br /> It is entirely possible (before this data is considered) that advertisers may be reducing the effect or eliminating channels that do not appear to be directly related to the sale, but that do provide an "assist". <br /> Now that this type of data is available, it provides the advertisers with additional knowledge that a particular channel is contributing to positive results. I think it also demonstrates how important it is to be "present" in multiple channels. <br /> The point that is still up for debate is how to allocate credit to each of the clicks along the way. Currently, we consult with each of our clients to customize our reporting to best fit their company. <br />Lisa, thanks for the always entertaining and informative posts! Keep up the good work!<br /> PS - am I allowed to say "huzzah"? </p> Commenting on the paragraphs regarding Macy’s:
At my company, we call the multiple clicks that contribute to a conversion/sale the “Purchase Path”. We track every click that is related to a conversion. Our technology has collected many examples of web consumers performing multiple searches through many different channels before purchasing (email, affiliate, search engine, CSE, organic, etc).
We provide this data to our clients so they can see how the various advertising channels are contributing to conversions/sales.
It is entirely possible (before this data is considered) that advertisers may be reducing the effect or eliminating channels that do not appear to be directly related to the sale, but that do provide an “assist”.
Now that this type of data is available, it provides the advertisers with additional knowledge that a particular channel is contributing to positive results. I think it also demonstrates how important it is to be “present” in multiple channels.
The point that is still up for debate is how to allocate credit to each of the clicks along the way. Currently, we consult with each of our clients to customize our reporting to best fit their company.

Lisa, thanks for the always entertaining and informative posts! Keep up the good work!
PS – am I allowed to say “huzzah”?

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