Understanding media performance in digital marketing is like navigating a maze that constantly changes. The emergence of platforms like TikTok has revolutionized how brands connect with their audience, adding layers of complexity and opportunity. However, with regulatory changes such as GDPR and iOS 14.5 updates, eCommerce brands are now facing a growing challenge: gaining clear visibility into the performance of their media mix channels. Top of Funnel Marketing Top-of-funnel marketing is about more than just creating buzz; it’s about laying a sustainable foundation for growth. Imagine it as the first chapter of an engaging novel, where the story begins, intrigue is created, and the relationship with the reader—or in this case, the customer—starts to form. Historically, due to the difficulty in tracking and measuring the impact of these top-of-funnel activities, brands have gravitated towards bottom-of-funnel advertising, where results are more tangible, like direct sales an
In today’s fast-paced digital landscape, eCommerce marketing stands as a colossal challenge as well as an opportunity for marketers, ad agencies, and business owners. At the heart of understanding and maximising this potential lies a key concept: Multi-Touch Attribution (MTA). Let’s explore why MTA is pivotal for those keen on capturing growth opportunities in eCommerce. Why Multi-Touch Attribution Matters MTA isn’t just a buzzword; it’s an essential tool for decoding the customer journey. In an era where customers interact with brands across multiple channels, MTA helps in understanding which touchpoints contribute most to conversions. According to a Google study, the average consumer’s path to purchase involves over five touchpoints. Ignoring these interactions can lead to underinvestment in crucial areas, like paid social and top-of-the-funnel advertising. Key Benefits of MTA Enhanced Understanding of Customer Journey: MTA provides a unified view of the customer journey, reve