Channel Roles In Online Purchase Path, April 2013 [CHART]

Chart - Channel Roles In Online Purchase Path

Social media’s influence in engaging buyers earlier in the journey likely means that the channel is undervalued in a last-click attribution model, an argument made last year by Adobe.

Segmenting the results shows that the channels’ influence differs quite significantly by industry, though. For example, organic search is much more likely to be a last interaction in the health sector than in the travel sector. Read the rest at MarketingCharts.