The Internet offers companies a variety of potential advertising space and measures. Between seach engine marketing and search engine optimization, or display and cooperation, e-mail and social marketing is much room for creativity, sales skills, product messages or brand messages. The plethora of options can also be a problem, because each discipline costs money – and sometimes it is even expensive. Even in times of still-million dollar budgets for online marketing, no company can allow just have to try something with no success in sight. Or rather, it “should” not do which is forcing the companies to become more performance-oriented.
In exactly these situation, it’s about looking at the totality of a customer and advertising cycle. Not only the traffic acquisition is the main challenge, more it is the tricky things behind. For example whether the channels has an impact to each other or should stay in a certain order. Some interacting channels shows synergies, respectively dependencies in a cross-media communication. Often remain undetected in a multi-channel marketing the cannibalization effect, which consumes valuable resources in companies. The rapidly growing number of communication channels and contacts also increase the complexity enormously.
In this context to increase communication efficiency and minimize wastage, it is important for the customer process and the channels to understand interactions in order to achieve a higher conversion of the customer. Unfortunately users do not buy at the first click, most of them use the fullness of information in the internet in order to make comparisons. So it is not easy for an advertiser to precisely state the right activity for an advertising campaign which moves the user to convert. One thing is clear: Only assesing the last click refering to the last cookie, which is the set remuneration form today for advertisers, is inadequate. The often used “Last Cookie Counts” principle does not pay the bill to reality in the network. It gives away the advantage of measurability.
If the purchase is not properly assign to a conversion, this also has implications for the remuneration of marketing activities. This means for the advertiser, that he pays for a success that would be incurred anyway, even without pay for certain activity. The user was just “lazy” and googled the URL www.brandname.de. Worse, if a user uses multiple advertising channels and calls out multiple claimants who want to have commisions for the same customer. Many advertisers do not even realize this and therefore do not fret over it, because they lack the overall picture that depicts the journey of customers to its website. As a result of this non-perception or false perceptions, the worst case could happen that precisely the wrong measures and represent channels becomes extremely relevant and the advertiser puts more budget and more resources into these activities. This worsens the problem. Unfortunately, none of them has win something good out of the situation. Neither the user nor the advertiser.
The importance is to provide a central analysis platform with all necessary and relevant data. Certainly every major advertising agency also offers a “success reporting”and each SEM agency will be able to say exactly how many new customers were generated through SEM and also what costs the agency generates. This is quite legitimate and right. Usually in these control measurements are monitored exactly one channel. Sometimes two or three, but never all possible access channels and marketing activities and there interactions. These disciplines are too different and special as an agency could operate or deal with it. The issue leads back to a cross-platform where all data should be consolidated.
But this framework builds up more difficulties. In the measurement of a customer journey resulting from the technical specification of the measurement system there will be obvious identifications problems for the suers.
It means the currently used tracking system in the market about cookies. The developments in the Internet shows that these systems on his own can not carry out long term valid data measurements. It requires additional measuring systems, to complete the missing information of data. Additionally here is only the quantitative approach measured. The qualitative review should be incorporated in the context of a mathematical model to get a holistic view.