When an online transaction occurs, marketers commonly identify which keyword the customer used to get to the site prior to the purchase. The PPC campaign will then be optimised based on this keyword.
At Netizen Digital we track every visit that a customer makes to a site prior purchase, not just the last click. Our tracking recognises visits from all online channels and we treat every visit that the customer makes in exactly the same way.
We share the value of the sale across all of the visits regardless of what channel of advertising they came from. We distinguish between brand and non-brand related visits in order to more accurately allocate a true value to a visit. This method is the most effective way to identify the value that various online channels generate.
Our valuation framework allows us to accurately report on the true value generated by all of the online channels that bring users to a website. We apply a consistent set of rules to all of the online channels, so a visit from PPC is treated in exactly the same way as a visit from natural search or an affiliate.
As a business it gives you a full picture of the true value of the contribution made by your various online channels in a completely consistent way. It helps marketers to avoid the scenario where each channel is being reported in a different way.
Different layers of management usually have different needs when it comes to reporting campaign performance.
Our valuation framework allows us to report performance at many different levels. We use simple, user-friendly pivot table technology that allows each reader to view the same report at a level that is specifically relevant to them.
Patrick Pavey, Technical / Projects Manager, on selecting DC-Storm as our key analytics package…