B&Q Refines Digital Marketing Campaigns
Home improvement and gardening product retailer B&Q is one of the latest big brands to look beyond the traditional last-click-wins model with the aim of making better use of its marketing budget by gaining greater understanding of its online customer activity.
They are now working with a tracking specialist to develop an attribution and reward system that more effectively reflects the interaction between their display, search, price aggregator and affiliate campaigns. The container tagging system is due to go live next month, with initial results expected by the early next year.
Richard Wilson, B&Q Direct's Sales and Operations Manager commented, "We know there's a funnel of research and refinement that customers go through before they make a purchase, but at present we don't have full visibility of that... The first stage will be to learn about the customer journey. What we don't want to do is switch off campaigns that aren't contributing the last click but are an important trigger in the customer journey."
He explained B&Q expects to be able to invest more in digital marketing channels that help engage customers but aren't attributed to the last click in the online user journey.