The Path to Pants- A story of Attribution

The Path to Pants A Story of Attribution Attribution models are becoming more complex. Follow Rise Interactive's CEO on his quest to understand attribution through his own personal experience. Brought to you by: rise interactive Meet Jon RIM Broc Soccer Lover. Bigshot CEO. Dedicated Father. Terrible Dresser. Sit back and relax while Jon takes you on his journey from golden Hammer pants to GQ-worthy suits. Meet Jon, the runner. Jon's pretty happy, he's just finished his second marathon and sixth triathlon. He's still not the best dresser, but he's in great shape. 8,800 people in the US search the exact term "triathlon training" in a given month. Meet Jon, the dedicated husband. Jon's even happier now. He's happily married and his wife is expecting their first child! Meet Jon, soon-to-be father. Jon's ditched some of his runs for fast food. He's also now eating for two. Studies report that the average weight gained during pregnancy for fathers is 14 pounds. Meet Jon, the destroyer of pants. Jon's recent weight gain has caused him to tear through the seat of his favorite pants. Meet Jon, the networker. Jon meets John Tucker, an executive at a company called the Trunk Club. It specializes in outfitting men in stylish apparel; Jon needs this desperately. Meet Jon, the curious. Jon's interest is piqued from his talk with Tucker. It's further fueled when he talks to his colleague, an advocate of Trunk Club. "I don't need this service...but you really do." Meet Jon, the Googler. Jon searches "trunk club" on a search engine. He looks around the site and learns more. 12,100 people in the US search the exact term "trunk club" in a given month. Meet Jon, the targeted. Jon's organic visit to the Trunk Club's site has dropped a cookie on his computer that caused him to get a re-targeted display ad for the Trunk Club. Meet Jon, the converted. Jon wants to be a part of this Trunk Club, badly. He visits the site directly, signs up, and orders his first trunk. Jon is a perfect example of the increasingly complicated consumer. The growing complexity of path to purchase has made attribution models complicated; who really gets the credit here? Was it Jon's innate Was it the awful sense of style? weight gain? Was it meeting John Tucker? Was it a retargeted display ad? Consider the following: 71% 43% of smartphone users have searched products on their phones after seeing an ad of adults have participated in showrooming, the act of browsing in-store and then purchasing online 40% 65% of shoppers consult 3 or more channels prior to purchase of shoppers look up products online and then make an in-store purchase The customer journey is increasing in complexity. Understanding the path to purchase is key to allocating marketing dollars and increasing overall ROI. Sources: digby.com rise interactive blogs.nytimes.com Google Keyword Tool The Path to Pants A Story of Attribution Attribution models are becoming more complex. Follow Rise Interactive's CEO on his quest to understand attribution through his own personal experience. Brought to you by: rise interactive Meet Jon RIM Broc Soccer Lover. Bigshot CEO. Dedicated Father. Terrible Dresser. Sit back and relax while Jon takes you on his journey from golden Hammer pants to GQ-worthy suits. Meet Jon, the runner. Jon's pretty happy, he's just finished his second marathon and sixth triathlon. He's still not the best dresser, but he's in great shape. 8,800 people in the US search the exact term "triathlon training" in a given month. Meet Jon, the dedicated husband. Jon's even happier now. He's happily married and his wife is expecting their first child! Meet Jon, soon-to-be father. Jon's ditched some of his runs for fast food. He's also now eating for two. Studies report that the average weight gained during pregnancy for fathers is 14 pounds. Meet Jon, the destroyer of pants. Jon's recent weight gain has caused him to tear through the seat of his favorite pants. Meet Jon, the networker. Jon meets John Tucker, an executive at a company called the Trunk Club. It specializes in outfitting men in stylish apparel; Jon needs this desperately. Meet Jon, the curious. Jon's interest is piqued from his talk with Tucker. It's further fueled when he talks to his colleague, an advocate of Trunk Club. "I don't need this service...but you really do." Meet Jon, the Googler. Jon searches "trunk club" on a search engine. He looks around the site and learns more. 12,100 people in the US search the exact term "trunk club" in a given month. Meet Jon, the targeted. Jon's organic visit to the Trunk Club's site has dropped a cookie on his computer that caused him to get a re-targeted display ad for the Trunk Club. Meet Jon, the converted. Jon wants to be a part of this Trunk Club, badly. He visits the site directly, signs up, and orders his first trunk. Jon is a perfect example of the increasingly complicated consumer. The growing complexity of path to purchase has made attribution models complicated; who really gets the credit here? Was it Jon's innate Was it the awful sense of style? weight gain? Was it meeting John Tucker? Was it a retargeted display ad? Consider the following: 71% 43% of smartphone users have searched products on their phones after seeing an ad of adults have participated in showrooming, the act of browsing in-store and then purchasing online 40% 65% of shoppers consult 3 or more channels prior to purchase of shoppers look up products online and then make an in-store purchase The customer journey is increasing in complexity. Understanding the path to purchase is key to allocating marketing dollars and increasing overall ROI. Sources: digby.com rise interactive blogs.nytimes.com Google Keyword Tool