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1Propr ie ta ry and Confi dent ia l

Your Website Is Worth More Money Than You

Think A guide to digital channel attribution through

the consumer decision journey.

Keith Wilson, VP Agency Products at The Search Agency

2Propr ie ta ry and Confi dent ia l

THE CONSUMER DECISION JOURNEY

Source: McKinsey and Company

• Although marketers aim to push consumers through the Consumer Decision Journey in a linear fashion, that is not always the case.

• Oftentimes, consumers

have very different experiences, are influenced by varying factors, and use a variety of tools to make their purchase decision (including multiple devices, such as televisions, desktops, tablets and smartphones). How do you measure and assign value

to every point of a consumer’s unique purchasing experience?

3Propr ie ta ry and Confi dent ia l

ApproachIt is important for marketers to stay cognizant of the many varieties of influential factors at every point of influence on the purchasing decision journey and utilize a mix of marketing tactics. The key to success lies in testing, iterations and guiding future strategy with meaningful metrics.

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