Where Do Digital Channels Have Most of Their Impact on the Path to Purchase?

While digital marketing channels tend to serve mostly as a middle touchpoint in a consumer’s path to purchase, the extent to which they raise awareness or act as a final touch varies by channel, according to a new report [download page] by AOL Advertising. The study – which used recently-acquired Convertro’s multi-touch attribution technology to analyze its client base in Q1 2014 – contains a host of intriguing data pertaining not only to the role of various channels – but to differences within those channels, also. (more…)