Accompanying display campaigns within the framework of search engine advertising lead to higher conversions. QUISMA has proven this by conducting a customer journey analysis over the last few months for an international fashion retailer. (more…)
Customer journey analysis and individual conversion attribution have already been discussed several times on twoqubes. While the former describes the path of a customer through different channels, from the first contact with a product up until the purchase, the latter is responsible for the allocation of conversions to different marketing channels. The combination of these two methods allows advertisers to better understand marketing results and to optimize the planning of future budget distribution. (more…)
On Saturday it’s going down: Tomorrow at Wembley stadium in London, Bayern Munich and Borussia Dortmund will meet in the Champions League final. This is the first time that two German teams have met to compete for the most coveted trophy in European football.
For QUISMA’s Data Intelligence Unit experts this presented the perfect opportunity to analyse how much team sports and the interdisciplinary world of online marketing have in common, by creating a shareable infographic!
In our previous articles about conversion attribution we’ve explained that it is crucial to use the right attribution model for your online marketing measures as identifying each channel’s true contribution is the foundation for every budget allocation. Common attribution models, such as the last cookie wins, first cookie wins, and many others, are of a static nature and cannot live up to the complex user behaviour in the customer journey. The solution is to use models adjusted to the advertiser and their needs. (more…)
Big events, such as the last week’s OMMA show specialists once more how complex performance marketing can be: a vast amount of communication channels, very different payment models, and new buzzwords. The term “customer journey” suggests a planned journey, however, most of the time it rather resembles a backpacking tour where the traveller goes wherever the whim takes him. However, it is important for advertising companies to who to know where the customers started and what they encountered on their journey. (more…)