What Moves the Needle
Identify content, campaigns, and touchpoints associated with stage progression using the combination of direct / clickstream tracking and statistical methods.
Direct / clickstream tracking. Track visitor journeys through various touchpoints. Group and report results by segment, journey stage, behavioural and demographic attributes. Report what type of content and campaigns is closely associated with customer journey progressions at different stages.
Statistical analysis. Analyse campaigns using statistical methods (marketing mix modelling) where direct tracking does not apply. Measure both total and incremental results. Track both online and offline channels, including TV. Measure impact of events and other non-advertising marketing forms. Account for non-marketing factors, such as pricing, economic conditions, competition, or weather.