Customer Journey Tracking

In most companies, tracking runs in parallel and often in different departments. Thanks to the interfaces (APIs) offered by most tools, analysis data from the website, social media channels, ad partners, etc. can be integrated. You can bundle these channels individually into their own groups (e.g. search ads).

On your own website, you naturally want to generate particularly valid data. After all, you have full technical control over the system here. Our Customer Journey Tracking generates an individual tracking pixel that you install on your website. This way you can find out where users came from and how they interact with your website.

The definition is necessary in two respects: On the one hand, you have to technically integrate the tracking of the conversion with a conversion pixel in the tool. On the other hand, you also have to define for yourself what constitutes a conversion. This is not always the purchase of a product. The subscription of customers to a newsletter or the download of a white paper can also be evaluated and tracked as a conversion.

Advertising budgets should of course be set up as cost-effectively as possible. Our customer journey tracking also helps here. If you provide the target URL of your advertising media with a tracking link, certain parameters of the advertising network are forwarded to our tool, which allows you to better evaluate your advertising measures. But that's not all.

If you only focus on the click, you will miss out on previous user contacts. Ad views are also important. The final click often happens because your banner has already been seen several times and the brand has become anchored in the user's mind. Long-term effects of advertising media can thus be better compared and optimized.

Here we come to the supreme discipline: tracking users across different devices. A major challenge here is the data protection of the EU-wide General Data Protection Regulation (GDPR), which our tool masters in an exemplary manner: we anonymously assign each user a unique identifier that complies with data protection regulations. If the user logs in regularly to your website, app, etc., their movements and interaction with your advertising materials can be clearly analyzed - which makes it possible to optimize retargeting, for example.

If you focus your user tracking only on the online world, you're missing a lot of important data. The more channels you include in your customer journey tracking, the clearer your analytics can be. Channels such as the telephone hotline or beacons in physical stores help to get an even better picture of your customers and how they interact with your brand. The impact of TV advertising can also be included in decision-making processes in this way.

Clicks and conversions are nice, but they alone do not help to decide on the success of advertising measures. Finally, there is the question of how click price and, above all, possible cancellations of physical products reduce the ROI. You can easily include these values, tailored to your needs, in the Customer Journey Tracking of the intelliAd Suite - so that advertising channels and measures can be evaluated even better.

The foundations have now been laid: All the marketing channels you use deliver the data to our tool, giving you the means to evaluate exactly what is happening on which channel. An important step now is attribution. This is to determine how much contribution each channel has on the conversion. Conventional evaluations such as last-click or tub often work somewhat less accurately here. Our data-driven attribution can determine much more precisely how much share a channel had on the conversion. This makes it much easier for you to allocate advertising budgets.

Once customer journey tracking has been started, campaigns can be optimized very quickly - and largely automatically. In search engine marketing in particular, intelligent algorithms use the insights from tracking to optimize bids. The impulse effect of TV commercials (your own or those of competitors) can also be used to strengthen online advertising measures in parallel and to exploit the current interest of TV viewers.