E-Commerce Tracking And Attribution: Minefields To Avoid
By Paul Wright, CAKE
Tracking and attribution of online campaigns can make e-Commerce marketers feel like they are walking through a minefield. There are many factors to consider, and making sense of them all can be difficult and confusing, especially in today’s complex and fragmented marketing landscape. Which touch points along the customer journey are most and least influential in triggering conversions? Which campaigns are resonating well with customers and which are duds? Which affiliate marketers are adding value?
Today’s retailers can’t afford to make a wrong move. It’s essential for them to be able to capture and understand the multiple, varied sources of data that will help them make the best decisions possible. But as channels proliferate and billions of data points are generated daily, it’s easy to get tripped up. Here are three common minefields to steer clear of when developing and executing a strategy for e-Commerce tracking and attribution: