B&Q starts to look beyond the last click for its online ad campaigns

B&Q is the latest brand to look for greater understanding of its online customer activity so it can more fairly apportion marketing budgets beyond the last-click-wins model.

The home improvement and gardening product retailer is working with tracking specialist Tagman to develop a reward system and attribution model that better reflects the interaction between its search, display, affiliate and price aggregator campaigns (nma 26 August 2010).

B&Q Direct’s sales and operations manager Richard Wilson said the company expects to be able to invest more in digital marketing channels that help engage customers but aren’t attributed through the last click.

“We know there’s a funnel of research and refinement that customers go through before they make a purchase, but at present we don’t have full visibility of that,” he said. “The first stage will be to learn about the customer journey. What we don’t want to do is switch off campaigns that aren’t contributing the last click but are an important trigger in the customer journey.”

The container tagging system will go live next month and B&Q expects to have initial results by the early part of next year.

Source : GIna Lovett - New Media Age