A successful marketing campaign should reach relevant audiences – wherever they are. Nowadays marketers are facing the pressure to find new solutions to reach that in scale
Comscore helped a client from the mattress industry understand how consumers engage with mattresses online and how that impacts their research path, including which touchpoints and competitors are most important within the research journey. The project covered three international markets – UK, France and Germany.
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Identify the consumer journey to learn who purchases from main competitor and how those consumers can be reached.
Understand the importance of pre-defined touchpoints to prioritize investment.
All mattress researchers on both desktop and mobile tend to start their journey on touchpoint A sites. Touchpoint B becomes more important towards the end of the research journey, before visiting touchpoint A increases significantly again in the last step.
Over 4 in 5 desktop mattress researchers visited touchpoint A sites and around three quarters of the mobile researchers did too, making it the most important touchpoint. Touchpoint B is the 2nd most important touchpoint.
This particular Online Consumer Journey case highlights Comscore’s ability to provide granular data for consumer products not typically associated with online purchase journeys.Benefits of the Custom Analysis: