Next Generation of Web Analytics & Conversion Tracking

Within organizations, many of the departments work in silos to achieve a business goal and one department is credited with the success or failure. Unfortunately this silo mentality leaks over into the marketing channel distribution or communication that all Internet marketing tactics are separate interactions with prospects or customers. Generally, the last tactics prior to a purchase or lead is often associated with a conversion with no value associated with any other tactic to the prospects or customers. In reality, all the prospects or customers see is “ABC Company” marketing communications (i.e. email, banner ads, PPC, etc.). All Internet marketing tactics to prospects and customers have value and a cost. If you value your time and money, you should be measuring your interactions/marketing channel communications in a holistic fashion. This will lead to a collective understanding of your Internet marketing efforts and effective way to evaluate your online marketing campaign performance across multiple channels (Attribution Model).