Bridging the Online Information Gap

Are you getting value for money from your online marketing campaigns and how do you know? Asks Andrew Hood of Lynchpin Analytics.
Online is growing up, with financial services arguably leading the field in developing integrated digital marketing strategies. But with the online space becoming evermore competitive, marketing departments are increasingly held back by the lack of quality return on investment information on which to base their marketing spend decisions.
Tracking challenges
Measuring the effectiveness of online marketing is a function that straddles traffic analysis (showing all the interactions that a user makes with a website) and CRM (showing the products and services that they sign up for) to show the mix of marketing activities that drive results.There is often a gap in terms of clear marketing ROI information:
1 Links between marketing campaigns and subsequent conversions are not present because data is not integrated and/or lacks vital detail (e.g. itemising search engine traffic at an engine and keyword level).
2 Tracking is too simplistic to give the full picture (e.g. it can only tie acquisition back to a single marketing campaign, even though the user has touched upon several during the research-buy cycle).
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