Mediaplex Research Reveals 70% of Conversion Events Influenced by Multiple Channels Prior to Converting: Financial News - Yahoo! Finance: "Mediaplex Research Reveals 70% of Conversion Events Influenced by Multiple Channels Prior to Converting
Wednesday June 11, 6:30 am ET
Path to Conversion Findings Underscore the Importance of Tracking and Analyzing All Channels and How They Work Together to Drive Optimal Results
WESTLAKE VILLAGE, Calif.--(BUSINESS WIRE)--ValueClick, Inc.’s (Nasdaq: VCLK - News) technology division, Mediaplex, today announced that its Path to Conversion findings show the significant influence of channels such as display, email and search in driving overall conversions. In analyzing aggregated results from campaigns conducted for clients over the past seven months, Mediaplex found that 70% of conversions were preceded by exposures or interactions with two or more online channels prior to the final conversion event. The analysis also revealed that 45% of the conversions credited to paid search were preceded by an exposure and/or interaction with at least one of the client’s display advertising banners prior to converting.
While much of the credit for final conversion events continues to be attributed to the “last click” – which is often paid search – Mediaplex’s Path to Conversion findings reveal how consumers interact with multiple online channels prior"