That the vast majority of purchases still take place offline, more than nine out of 10, but that four out of 10 people prefer to ROPO – research online, purchase offline. Find out more about the customer journey from online to store (O2S) in this short video guide.
When a customer buys or converts on your site, most conversion tracking tools credit the most recent link or ad clicked. In reality though, customers research, compare and make purchase decisions via multiple touch points across multiple channels. So marketers that measure return solely on the last channel that a customer touches before conversion are getting an incomplete picture, and potentially missing out on important opportunities to reach their customers. To get insight into the full path to conversion we recommend marketers use the Search Funnel reports in AdWords or the Multi Channel Funnel reports in Google Analytics.
Video case study with client testimonials from J&J, JWT & Carat on why they decided to increase their digital spend 10X and the results from their recent YouTube campaign.
See how Pc City (part of the DSGi group), used Google search query volume to understand their total media and marketing effectiveness.