Evaluation of individual customer interactions to optimize the media mix and targeted campaigns.
Evaluate the impact of any single touch point in the customer journey to optimize marketing actions and campaigns within the omni-channel marketing mix, as well as the overall profitability.
Availability of detailed customer data is essential. If you don’t have it, please go to our Event Data Tracking Solution
IHC
Initializer : The phase where the user is initially comparing different vendors and the interaction is started.
Holder : The product orientation phase: Comparing different products, prices, sizes and material, etc.
Closer : The “checkout” phase, or “closing” the deal: placing items to basket, creating account, filling out the delivery address, etc.
What is it?
Our IHC interaction phase model takes all customer journey touch points, with their engagement, follow-up times, etc., into account. Using a state of the art Fuzzy Logic approach, we can evaluate the impact and value of each touch point within the buying process.
What does it deliver?
Interactive and customized dashboard.
System with all data runs on your infrastructure.
Weekly analysis reports and bi-weekly or monthly meetings.
Setup of API connections to push IHC results programmatically to Google Analytics, AdWords, DoubleClick, …
Full access to the core attributions system to e.g. create own reports.
Assistance in any ad-hoc question or analysis request.
Main benefits
Cutting edge interaction type attribution model.
Fully data-driven model evaluating every customer journey.
Estimation of sales-stage and buying probabilities for every user.
Insights into cross-channel and cross-device effects.
Approximation the real costs effectiveness of campaigns.
