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RESEARCH, ANALYSIS & TRENDS

on the page, such as, for example, buying a product Digital Customer Insights - from anonymous
online, completing a contact form, or reading an article. cookies to happy customers
An analysis of the conversion process (conversion In the web analysis, anonymous user data is initially
funnel) on the page can provide information about collected and grouped into user clusters, although the
possible optimization potentials. For example, payment entire online marketing addresses the individual
methods that make users more likely to buy can be customers. Hence, the digital and real world are
identified, or form fields that lead to cart abortion. increasingly merging. When an entire user journey was
previously only viewed online, visiting a website or
Onpage analytics also involves continually adjusting and viewing the product video online is just a touchpoint to
improving the page through testing and conversion a much more complex customer journey today that
optimization. Not only classic web analytics tools that extends across multiple digital and real touch points.
collect user data on a page view and hit base can be Similarly, the use of multiple devices complicates the
helpful, but tools that can record mouse movement and cookie-based evaluation. To avoid this, the cookie data
click heatmaps, as well as entire sessions of individual can be linked to an anonymized user-related identifier
users, which are a great addition, too. in order to map a holistic user journey across all digital
contact points.
Online Marketing Controlling
This data can be used to segment user groups that
Online Marketing Controlling comprises the evaluation of allow significantly more relevant targeting options. If a
the entire online marketing measures as well as their customer in the web shop informs himself in detail
interaction, in other words the entire digital customer about the product, but does not buy online, he falls into
journey, with the aim to distribute the marketing budget a retargeting cluster for website visitors. If he carries
as efficiently as possible.
out the purchase later in the brick and mortar shop, this
purchase can be allocated with the help of a loyalty
The evaluation and optimization of the channel itself is
handled by an agency or the in-house team responsible card as an identifier to the customer, meaning the
for the operational implementation. More difficult to judge offline purchase can be assigned. That way, this
is the interaction of the channels, especially when individual customer can again be excluded from the
different parties work together. The overarching view retargeting segment for website visitors in order not to
across all channels and the corresponding customer unnecessarily harass him with advertising material and
journeys is important in order to evaluate the overall at the same time save marketing resources. It also
marketing mix and to allocate budgets correctly. makes playing real personalized content possible.

With the help of different attribution models, in addition Last but not least, it is important that the full control
to last-click attribution, it is possible to optimize the entire over the evaluations and the knowledge gained is
marketing mix, save resources and increase budget anchored in the company internally and not externally.
efficiency. Last-click attribution simply assigns the The analysis must be neutral and independent of
conversion to the click of the last ad. Other models also factors such as, for instance, marketing budgets or
consider contact points (advertising or even customer website development preferences. Therefore, it is
service contacts) throughout the journey to purchase. always advisable to establish web tracking and
The appropriate model depends not only on the channel, marketing controlling parallel and in a neutral way. ◊
but also very much on the business model, the product, By Daniela La Marca
and ultimately the individual user.

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