Conversion rate is the proportion of users who perform a target action such as purchasing something, subscribing to newsletter etc.
Customer journey is usually a matrix of interactions across channels, spanning periods ranging from days, to months, to years.
Knowing which channels and which elements of the marketing mix drive conversion empowers marketers to align resources for the growth of their business. Marketing budgets and resources are allocated more to the better performing channels.
Attribution models are used to assess the importance of each channel in driving conversion. The ones most widely used models, depicted in Exhibit 26.8, are based on heuristic or thumb rule. The allocation criteria for these models is as follows:
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In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Two-day hands-on training on Digital Marketing, conducted at the NUS Business School. Designed to make you more effective in developing and executing digital marketing strategies. You learn to use Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.
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Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.