Global Drivers : Channels
Best Practices: Knowing where to reach your Buyers is the only way to successfully engage them and move them into your Buyer Journey. Also knowing how each of those channels relates to the stages in your Buyer Journey is critical for qualification-based targeting when executing paid advertising, paid search, syndication, etc. In other words, you want to pull the right buyers into the right stages at all times. Otherwise, you’re likely wasting the Buyer’s time – and your company’s resources.
Section Specifics: Note that the default “Main Website” and “Standard Sources (Direct, Social, Organic Search)” channels are already set up. Both of these are always present in every initiative and will therefore automatically show up in our standard Analyze Drops. Beyond these default channels, you can also add critical (usually paid) inbound traffic Channels that you specifically want to manage, monitor, and measure for success and ROI across ALL downstream Tiers. For example, maybe you’d like to add Paid Programs (via IDs from your MA platform), or Syndication, or Google AdWords, etc. These settings also allow your analytics team to ensure proper Traffic measurement in the Analyze component of Splashmetrics via appropriate adapters, data points, etc. for each channel.
Color-filled boxes are what we call RipplesTM. These contain automatically calculated/generated information and data progressively built from your inputs. The circled +/- icon allows you to duplicate the entire “bucket” of data. The uncircled +/- icon allows you to duplicate a specific set of data within a “bucket”.