For decades marketers have argued, “What will be the price of a commercial on the side of the highway?” It’s very hard (or even impossible) to attribute what revenue is generated by that billboard.
Now, we argue, “What will be the TRUE price of the display ad that I bought around the XYZ web site?’ Not enough people click display ads, BUT they they make an impression. Historically, Google has been “a last click in” attribution model. Someone might have visted your website numerous times from a display ad, or search results, or even a PPC ad, or by way of a link over a blog. But when you were to consider your Google Analytics the revenue would just be caused by the last way that person stumbled on your internet site and converted.
So, should they originated in a PPC ad you’d be capable of seeing revenue and conversion rates – then find out your net net revenue. BUT, if they click on four different PPC ads then found you from a natural google listing – the analytics would show low effectiveness of the PPC campaign but achievement through search rankings.
To complicate the process even more – some of the anti-virus programs that the customer might have on the computer will erase the cookies after 28 to 31 days. Therefore, they appear as a new customer to Google Analytics when they’re in fact a returning customer.
Yahoo is now trying to address this with an enhanced program, with a considerable price tag. Omniture also attempts to attribute the proper amount of revenue for the different points of contact throughout the making decisions process.
I’ve discovered an organization with a very sophisticated process to follow the people to your internet site and that data for long amounts of time. Since this product will not count on cookies to follow the client, you will see the customers decision process throughout the sales funnel.
Would you like to drive BILLIONS in revenue using only a few million in online marketing dollars? I will prove that it could be achieved.