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Do You Know Where All Your Sales Are Coming From?

by Kurt Anagnostopoulos  |  
August 15, 2014
  |  1,109 views

To understand the impact that digital marketing has made on our lives, imagine purchasing anything today without it.

No Internet to do online research or shopping. No smartphones to text friends or scan bar codes and QR codes in the store for more information and competitive pricing. No tablets to seek out user reviews or ask acquaintances for opinions via social media.

The fact is the digital world is inextricably intertwined with our lives. According to Google, 90% of media interactions today are screen-based. That number includes TVs, PCs, smartphones, and tablets. More significantly, Google also says that 67% of us start shopping on one device and continue on another.

Smart marketing dictates that you invest your money where it will do the most good. But how do you know where that is?

Historically, retailers have used the "last click" to measure their campaigns. Whether the purchase was made online at home or in a store, the last action the consumer took before making a purchase is the one given sole credit for the sale.


The reality, however, is that often many clicks on many different devices contribute to a sale. Attributing a sale to the last click is like saying the waiter is responsible for the quality of the food in a five-star restaurant.

Here are three reasons why you need to be able to accurately attribute the sale to all the marketing efforts that contributed to it.

1. Every transaction today is faster


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Kurt Anagnostopoulos is co-founder of KeywordFirst, a digital marketing firm and Google partner.

LinkedIn: Kurt Anagnostopoulos

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Comments

  • by Blair Symes Fri Aug 15, 2014 via web

    I agree, Kurt. Attributing sales to marketing is more critical than ever, and with the proliferation of smartphones, many of those conversions are now happening via a phone call rather than online via a form submission. I've seen some great research from Google on the importance of phone calls in search campaigns, specifically, and how buyers want to call businesses throughout the buyer's journey. You can see that data on p.11 of the Google study (http://www.thinkwithgoogle.com/research-studies/click-to-call.html). If you aren't measuring calls from your Google ads and other digital marketing, your analytics could be way off. Ifbyphone has a white paper on tracking calls from Google that explains more: http://public.ifbyphone.com/landingpage/marketers-guide-to-call-tracking-fo...

  • by Adam Lundquist Tue Aug 19, 2014 via web

    Hi Kurt,
    This was a great article - I love your line "they can purchase that same item from a competitor while they stand in your store". It is true and I think we all need to realize that mobile is no longer the future, it is currently what is happening. Storeowners can no longer put their heads in the sand and hope that mobile magically disappears! My question to you is how you do actually measure this attribution - I always find this challenging. For example if a customer initially finds out about a product via a PPC ad, then downloads the white paper and is part of the email drip campaign, then asks their friends via social media about the product, and finally purchases the product via a separate PPC campaign how do you attribute it? Is it a percentage? Also how does time factor into it?
    Again great article -
    Adam

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