All customers are not the same — they arrive at the final stage of the buying process in many different ways. Did they call into the call center? Did they do a Google search? Perhaps they walked into a brick-and-mortar store. Or maybe they did a combination of these activities before deciding to make the purchase. The challenge for marketers lies in accurately attributing sales revenue to the right mix of channels appropriate for a specific sale.
In this guide, Search Marketing Now explains how analytics tools like Adobe® SearchCenter +, powered by Omniture®, integrate with web analytics data to provide search marketers with the ability to measure multitouch attribution on their marketing campaigns.
Marketers who can accurately tie pay per click (PPC) to other marketing channels through attribution modeling will be able to develop a more accurate picture of current and future revenue and conversion rates to create a smarter keyword strategy.
You will review:
Marketers who want to gain a competitive edge by better understanding how their paid search is impacting their marketing efforts should download this guide to get best practices and steps to create an effective attribution modeling strategy at their organizations.
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