Decoding the Customer Journey

Understanding your customers’ sales journey is the cornerstone of successful digital marketing.

And these days, the journey is more complicated than you might expect. There are many touchpoint along the way — display advertising, email, social, organic search, etc. All of these influence the purchase decision.

To add clarity, Google analyzed millions of consumer interactions through Google Analytics and distilled how different marketing channels affect online purchase decisions. They developed a handy benchmarking tool to help understand the roles that these channels play. This allows you to better plan which channels you will use, and when, in order to improve your marketing performance. They also developed a reference guide that offers more depth and detail. Both resources are free and available below.

sales journey
Google Marketing Resources:

  1. Explore Google’s Customer Journey to Online Purchase Tool.
  2. Download Measure What Matters Most — a marketer’s guide to improving outcomes by focusing on your best customers and the critical moments in their journey

customer Journey

Mark
By Mark Abrials CMO + Creative Director Follow me on LinkedIn and Twitter