Over the last few years, we’ve made great leaps in the art of single channel measurement - identifying the right metrics in isolation for channels like TV, display, search and mobile. It’s time now to bring the channels together and figure out how they impact each other. In other words, we have to move from silo to portfolio.
At Google Analytics, they are finding that on average, customers interact with a brand 4.3 times over a two day period before they finally make a purchase.
They’re also seeing channels like mobile grow tremendously. For instance, mobile is now 8% of all conversions that we’re seeing in Google Analytics, and mobile conversions have grown by about 180% in just the last year. So you can’t afford not to know what paths customers are taking before they ultimately buy from you.