Read more: http://www.searchenginejournal.com/10-unique-ways-small-businesses-can-win-at-link-earning-part-i-of-ii/63773/
Multi-channel attribution (the ability to see an aggregate of a visitor's journey to your site prior to conversion) is very cool. But, I've been noodling on it lately and am worried that it creates more questions than it answers. When I look at a multi-channel funnel, I can't help but ask:
1) Are the channels with more touches due to our effectiveness with those channels? Or to our ineffectiveness with the others?
2) Does multi-channel often reveal a channel that's a waste of time? Or does it almost always show that all the channels matter?
3) If a channel like paid search wasn't in the mix, would we see other channels compensate for its absence? Does the data really give us the answer if we don't actually test removing it?
4) Given these limitations, is multi-channel's primary purpose just to convince those who don't yet believe in the reality of how customer journeys occur?
H/T to http://analytics.blogspot.in/2013/04/introducing-customer-journey-to-online.html for the image below.
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