SOURCE: C3 Metrics

C3 Metrics

July 13, 2011 09:00 ET

C3 Metrics' Labs: 37% of Online Transactions Exit Purchase Funnel via Brand Search

NEW YORK, NY--(Marketwire - Jul 13, 2011) - In the second installment of its C3 Metrics' Labs series, C3 Metrics analyzed a subset of data across its client base to determine the last interaction before a consumer exits the purchase funnel and transacts online. The report is a follow-up to its first C3 Metrics' Labs report, which sought to determine the top sources of origination for online transactions. While the majority of transactions begin with display, the latest report reveals that 37 percent of all transactions analyzed ended in a brand term search.

The report indicates that search may be taking more credit than it deserves in a "last click" attribution model. C3 Metrics CEO Mark Hughes elaborates, "Based on these results, marketers utilizing last-click attribution would mistakenly think that brand search was responsible for a third of their results. In reality, C3 Metrics' Labs found that when a purchase funnel finishes with brand search, it's navigational in nature -- not causal to revenue."

C3 Metrics examined a total of 50,000 transactions across a subset of its client data collected in Q2 2011. C3 Metrics' proprietary decision engine provides Full-Funnel Attribution™ modeling, capturing all online media sources from the top of the funnel, where sales are originated, to the conversion at the bottom of the funnel.

The potential danger in measuring only the last click lies in the inability to achieve real scale and growth in future campaigns. According to Hughes, "Marketers could triple their brand search budget, but they couldn't achieve revenue growth by increasing budget for non-causal media sources. Real causal influence comes from upper-funnel and mid-funnel marketing stimuli driving more consumer transactions all the way through the funnel."

To view the full C3 Metrics' Labs data report, visit: c3metrics.com/labs.

About C3 Metrics:
C3 Metrics is Attribution Made Simple. The C3 Metrics proprietary decision engine delivers actionable attribution modeling, allowing marketers to measure the true value of all marketing channels -- making complex media analytics simple. Headquartered in New York, C3 Metrics provides a SaaS solution for agencies, brands and publishers to solve the "last click" and data overload problems of online marketing optimization. A two-year client case study for one of C3 Metrics' advertising partners has demonstrated a 75 percent revenue increase versus baseline with only a 12 percent increase in advertising spend. For more information, visit: http://c3metrics.com.

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