Special Report - Search Engine Marketing
Given that cross-channel shopping activity continues to rise, getting a handle on LTV will only get more complicated. A study conducted earlier this year by JupiterResearch for SEM firm iProspect found that 62 percent of shoppers who went online to research purchases this past holiday season used search engines to find what they wanted; 47 percent of this group of consumers then bought these online-researched products offline.
"The sweet spot is determining how much online activity drives offline sales," says Rohrs, who advises multichannel marketers to create online mechanisms to help them track this behavior—such as coupons good for the retail environment. And, he adds, be sure to put other types of conversion options on your homepage and other key landing pages linked to your search campaigns to allow visitors to convert in their channel of choice.
The following is a sampling of the many Web analytics software and solution offerings currently available. Note: This space experiences rapid change, mostly as analytics firms and other SEM players acquire competitors. Hopefully this list has a shelf-life of more than a month or two!
Web Analytics Tool Roundup
Agent Interactive: TrafficAnalyzer
Net Applications: HitsLink
WatchWise Inc.: WatchWise
WebSideStory: HBX Analytics
WebTrends: WebTrends Analytics 8