Customer Journeys By Marketing Channel and Business Type

CUSTOMER JOURNEYS 800 SEGMENTED BY INDUSTRY HOW DO MARKETING CHANNELS AFFECT CUSTOMER PURCHASE DECISIONS? AUTOMOTIVE I.0 Referral Direct Display Organic Search Social Email Paid Search Other Paid 3.0 0.0 A WARENESS CONSIDERATION IN TENT DECISION BUSINESS 1.0 Organic Search Email Referral Other Paid Display Social Paid Search Direct 3.0 D.0 AWARENESS CONSIDERATION IN TENT DECISION LOCAL .0 Referral Organic Search Display Click Other Paid Social Email Paid Search Direct 3.0 0.0 AWARENESS CONSIDERATION IN TENT DECISION CPG 1.0 Organic Search Referral Email Direct Paid Search Display Click 3.0 Social Other Paid 0.0 O AWA RENESS CONSIDERATION IN TENT DECISION EDUCATION/GOV 1.0 Email Other Paid Social Paid Search Organic Search Referral Direct Display Click 3.0 0.0 O AWA RENESS CONSIDERATION IN TENT DECISION FINANCE 1.0 Organic Search Referral Other Paid Email Social Paid Search Direct 3.0 0.0 A WA RENESS CONSIDERATI ON INTENT DECISION НЕALTE 1.0 Email Referral Display Click Paid Search Organic Search Social Other Paid Direct 3.0 0.0 A WARENESS CONSIDERATI ON IN TENT DECISION MEDIA I.O Email Social Other Paid Paid Search Organic Search Display Click 3.0. O A WA RENESS Referral Direct 0.0 CONSIDERATI ON IN TENT DECISION RETAIL IO Social Email Referral Other Paid Organic Search Direct Display Click 3.0- Paid Search >0.0 O AWARENESS CONSIDERATION IN TENT DECISION TECHNOLOGY I.0 Email Paid Search Referral Other Paid Display Click 3.0. Social Organic Search Direct >0.0 O AWA RENESS CONSIDERATION IN TENT DECISION TRAVEL 1.0 Paid Search Organic Search Display Click Referral Other Paid Social Email Direct 3.0 O A WARENESS >0.0 CONSIDERATION IN TENT DECISION A channel's position on the chart is defined by the "assist/last interaction ratio." Ratios less than one mean the channel acts more as a "last interaction," while ratios greater than one mean that the channel acts more as an "assist interaction." SOURCE LINCHPINSEO SMALL BUSINESS DIGITAL AGENCY Google Analytics, 04 2012 N= US: 130M conversions (12K profiles); UK: 78M (8.3K); DE: 52M (4.4K); FR: 36M (5.2K); BR: 35M (2.6K); JP 20.5M (2.0K); CA: 7.4M (1.4K) http://www.google.com/think/tools/customer-journey-to-online-purchase.htmt