Tracking and analysing in 2012
With mobile surfing, shopping and general engagement showing no sign of slowing down as we move into this new year, Google is promising further expansion of their mobile analysis repertoire.
The current setup has enabled us to isolate mobile-specific results, behavioural quirks and user motivations, around which we constructed custom strategies. The more the better!
Building on the foundations laid by cross-channel attribution, Google is predicting further blurring of the lines between online channels and indeed between online and offline channels. Bringing together each individual user conversion and mere interaction to generate a more comprehensive view of customers.
All part of the move to integrate social signals into search and online marketing, it is expected that switched-on brands will be working hard in 2012 to gain a deeper understanding of purchase/lead/conversion motivators and feeding this back into their strategy.