(Digital) Customer Journey
A customer journey is a path a customer takes before converting on your website. This path can occur online, offline or both online and offline.
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A customer journey is a path a customer takes before converting on your website. This path can occur online, offline or both online and offline.
Go to article →This is the amount of revenue that can be attributed to a specific traffic source or campaign. It is calculated by multiplying the participated revenue with the incrementality index.
Go to article →The Average Order Value is the average amount spent by a customer per order. This is calculated by dividing the total revenue by the total orders. This can be done overall or for specific channels.
Go to article →The bottom of the funnel represents the last step(s) before a customer converts or purchases.
Go to article →The customer lifetime value represents the amount of money the customer is expected to spend at a specific company.
Go to article →This is an attribution model in which 100% of the credit is awarded to the first touchpoint in the customer journey.
Go to article →A traffic source’s incrementality is the percentage of the customer journey that should be attributed to this traffic source in case this traffic source was part of a customer journey, based on the analyzed, historical data.
Go to article →This is an attribution model in which 100% of the credit is awarded to the last touchpoint in the customer journey.
Go to article →This is an attribution model in which all of the credit is evenly divided over the different touchpoints in the customer journey.
Go to article →Inextricably linked to marketing attribution are attribution models. Attribution models are basically the mathematical formulas used to divide the value the touchpoints brings in the customer journey.
Go to article →In this phase, prospects are aware of your business and what you do and are generally looking for more information.
Go to article →Multi-touch attribution is the process in which multiple touchpoints in a customer journey are being rewarded for their contribution to the purchase.
Go to article →The participated revenue of a traffic source is the total amount of revenue in which this particular traffic source has participated. This means that it was at least one of the touchpoints in all the customer journeys that generated this revenue.
Go to article →The ROPO effect occurs when consumers start an online journey to do research but eventually purchase in the physical store.
Go to article →Single-touch attribution models only credit one touchpoint in the customer journey for the transaction.
Go to article →This is the purchasing phase of the customer in which he or she is still very much in a research phase and probably still unaware of the products and or services you offer.
Go to article →A touchpoint is an off-website interaction with a (potential) customer. For example the view or click on an ad, reading a blog post or viewing a Youtube video. It’s also used as a synonym for traffic source.
Go to article →These are the sources where your website traffic is coming from. Examples are Paid Social Channels (Facebook, Twitter, LinkedIn, Paid Search (Google Ads, Bing Ads) or Affiliates.
Go to article →Marketing Attribution is the process of analysing your data in order to give credit to the touchpoints in a customer journey, enabling you to identify the incremental performance of every traffic source based on its role in the customer journey.
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