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The consumer journey is complex. As consumers move from the initial stages of research to eventual purchase, there are multiple touch points along the way where brands can influence the decision-making process and ultimately impact conversion.
In this presentation, Cai Fang, Vice President, China, Comscore, Inc. shared case studies of how Comscore has helped brands track the effectiveness and efficiency of online advertising campaigns from impression, to action, and then to purchase, as well as how proper measurement and analysis of the entire path to purchase can help brands better understand, quantify and ultimately impact the consumer journey from impression to conversion.