Get a personalized tour of Optimove
Let us show you how to go from tens to hundreds of segments
It’s one of the busiest crossroads at which the different revenue teams intersect and sometimes collide – attribution junctions. A well-documented battle of egos, bonuses, and, ultimately, optimization.
At the heart of that low-key struggle is the cold hard truth that marketing touchpoints can become innumerable – not just in the figurative sense, but impossible to count, let alone quantify, measure and optimize.
But, on the bright side, while marketing attribution is indeed a challenge, there are many ways to address it. Some better than others – and to that end, we’ll dive into what building a proper B2C digital marketing attribution strategy looks like.
We begin this three-part series with the basics – the intricacies of the modern customer journey – and shed light on its various stages and steps.
In today’s dynamic e-commerce landscape, understanding the customer journey has become more critical than ever. Gone are the days of linear, straightforward paths to purchase. Instead, customers embark on a complex journey influenced by multiple touchpoints and channels. But what is the journey of a customer in e-commerce?
The customer journey in e-commerce refers to the process a potential buyer goes through, from initial awareness to making a purchase decision. It encompasses every interaction and touchpoint between the customer and the brand, both online and offline. By understanding this journey, businesses can gain valuable insights into customer behavior, preferences, and pain points.
But that definition may be too simplistic for the modern customer journey. In the digital age, the modern customer journey is characterized by its complexity and non-linear nature. Customers engage with brands through various channels, including websites, social media, email, mobile apps, and more. They can conduct extensive research, compare products, read reviews, and seek recommendations before purchasing. This level of empowerment and access to information has transformed the traditional customer journey into a multi-dimensional experience.
So, to build an attribution strategy that would be beneficial, any marketer must become deeply familiar with two other crucial methodologies.
First, breaking down the four stages of the modern consumer journey:
Next, in building an excellent attribution strategy, the kind that can really have a positive impact on your business, comes mapping the customer journey. Here is a “seven-essential-steps structure”, businesses can follow when mapping the customer’s path – to effectively navigate the complex customer journey:
But to get the most out of such advanced marketing technology – marketers must fully grasp the importance of touchpoints and be able to identify them effectively.
Touchpoints refer to the moments of interaction between a customer and a brand throughout their journey. These touchpoints can occur across various channels, specific platforms, or mediums through which these interactions occur.
The customer journey is enriched with touchpoints crucial in shaping perceptions and influencing decisions. Here are five key touchpoints commonly encountered along the customer journey:
If you got all the way here, you must be determined to build a fantastic, impactful B2C attribution strategy that won’t leave any stone unturned. Which is great, as we have two more blogs in the series coming your way.
But what’s even more important at this point is to look back on everything we touched here and realize that if it all looks like a little too much… well, that’s because it is a lot. Mainly because no simple, human-based attribution model can give you the real, impactful answers you’ll be looking for. You’ll need the help of, you know, AI. But we’ll get to that in our next blog in the series.