Trinity College Dublin
Marketing professionals and business owners strive to evaluate the efectiveness of their marketing investments. With multiple marketing channels at their disposal, understanding how these channels interact and infuence each other is crucial. Digital analytics tools, such as Google Analytics, tend to measure the isolated success of each marketing channel. However, the intertwined efects and interdependencies between channels are often undervalued. This study, therefore, ventures into this territory. It focuses on the association between website trafc from various digital marketing channels and the purchases made by users visiting websites through direct trafc sources. We analyzed 89,394 purchases from an e-commerce business in Europe. We conclude that three marketing channels can explain 61% of the variance. By shedding light on this overlooked aspect, we aim to guide advertisers toward a more holistic understanding of digital marketing channels.
Georgios FilippouAthanasios G. GeorgiadisAshish Kumar Jha