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Understand conversion beyond the last click

Media Attribution Analysis

Death of the last click; the future of campaign reporting

Advertisers run sophisticated integrated online campaigns because people rarely behave in a linear manner. Users are influenced by any number of affiliate, search, email, banner, social media or offline campaigns. More often than not the online customer journey will include several visits to your website before any key action is completed.

MediaMix_Model
A diagram to show a typical online customer journey

Yet every day brands make business decisions based on analysis that ignores this behaviour and instead attribute sales to the last ad the consumer clicked. Opportunities to optimise online marketing campaigns are lost because traditional reporting doesn’t tell the full story.

Campaign management; give your media credit where it’s due

RedEye Website Example Node Diagram
Assist correlation node diagram showing how different channels influence each other.
RedEye’s suite of Media Mix reports help you understand the complex detail of what happened before that ‘last click’, enabling you to evaluate the full customer journey. These reports show how each component of your online campaigns work together, allowing you to optimise your media and give each placement credit where it’s really due.

RedEye’s Media Mix analysis includes the following reports:

  • Purchase lifetime
  • Campaign path
  • 1st click Vs last click matrix
  • Assist correlation node
  • Contribution analysis

“Through the development of Media Mix reporting, monarch.co.uk’s long term relationship with RedEye has really paid dividends. Using RedEye for all web metrics, campaign tracking and our e-CRM programme has given monarch.co.uk a true apples-for-apples insight into what is and isn’t working for us online. Adding Media Mix has allowed us to make further commercial decisions with confidence and has resulted in an improved understanding of customer behaviour plus delivered real cost savings with no negative impact on booking volumes.”

eComerce Manager, Monarch

These reports allow you to answer key questions about your online marketing campaigns such as: 

  • How many visits does it take to convert and is this different between the channels?
  • Do people use the same channel to return and convert or do they convert across different channels?
  • How does an increased spend on one channel affect results on other channels?
  • What is the true contribution of each channel, including sales where they have an influence?


The Evidence it works

Through RedEye’s Media Mix Analysis Monarch achieved:

  • A 73% reduction in cost per passenger from search (PPC and SEO).
  • A 14% increase in SEO investment returning a 55% increase in revenue and 45% increase in bookings.
  • Investment into comparison website CPC media increased by over 100%, leading to a doubling in revenue and passengers from this activity.

Read the full case study