When considering incremental value, customer journeys and attribution, it is essential that you don’t focus on a single channel but that you look at the bigger picture by taking all digital marketing channels into account. If, for example, it takes an average of 5 touchpoints before somebody converts into a sale, these 5 touchpoints could consist of, for example, paid search, organic search, affiliate and paid social.
At Odyssey, we look at the average length of the customer journeys that a specific traffic source is involved in. For example, the average customer journey length for source A can be 5, while the average customer journey length for source B is 20. Generally, the shorter, the better. This means that source A leads to a sale in fewer touchpoints than source B and is therefor considered more valuable.