- Path To Conversion defined. - How can we draw insights to help us understand the effectiveness of our media at different parts of a customer journey? - Can we evaluate by Channel and / or media Tactic? - What are key recommendations using this tool? - How the channel / tactic split differs quite a lot between Last Event vs, 1-9 Events? - How we can index media channel according to media tactic?

1. Path to Conversion Analysis. Understand Your Customer’s Journey.
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INTENDED AUDIENCE: Australian Marketers & Digital Advertisers.
PRESENTED BY:Pug Life Ad Solutions | Damus Chu.
PRESENTED ON:25thNovember 2014.

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Segmenting online users by media Channel(Banner, Search, Video, Mobile, Social ads etc…) or media Tactic (Awareness, Advocacy & Involvement, Consideration & Purchase) across 10 events before the final online conversion.

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KEY INSIGHTS.
-BANNERand TABLETchannels are more important in the early stages of a customer’s journey to purchase. As such these are great for the Awarenesspart of the purchase funnel.
-MOBILE and SOCIAL channels are consistently used throughout the customer’s journey. As such these are great for the Advocacy and Involvement part of the purchase funnel.
-VIDEO has a bigger portion of media usage mid-way. This is also a great channel for Advocacy & Involvement, and even Considerationpart of the purchase funnel.
-SEARCHcollects the final conversion as customers have already been exposed to the brand, and compelling proof points / pain points and are ready to finalise their purchase. A great Performancetactic channel.
Example.

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RECOMMENDATIONS.
-BANNER& TABLETS–leverage home page buyouts & net-blocks to raise mass awareness.
-MOBILE& SOCIAL–showcase your brand personality, point-of-difference, and enable customers to share, like and comment.
-VIDEO–tell a brand story & show a case study to connect with customers. Test different proof points and pain points.
-SEARCH–ensure a smooth conversion process online or over the phone. Test different CTAs; offers, end dates, give-aways, etc.
Example.

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KEY INSIGHTS.
•Most standard media reports will show only Last Event conversions. The report won’t show how many clicks and impressions on ads towards a final conversion a couple of events before hand (1-9 events in this instance)
•Although 76% of Last Event conversions were attributed to Search, 70% of clicks and impressions leading up to Last Event was driven by Banners, Video and Social. The customer was influenced by other channels beforehand.
Example.

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KEY INSIGHTS.
•Search is 3.58 times more likely to drive final conversion than any other channel.
•All other channels especially Social and Video are more than 3 times more likely to ASSIST the final conversion between. 1-9 events before the Last Event.
Example.

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Learn how to generate your very own Path To Conversion report, charting the data, pulling insights, recommending next steps and customise your analysis by channel or tactic.

8. Contact.
Damus@PugLifeAdSolutions.com.au
0405 355 188
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