Identifying the role of each channel across the funnel
Rockerbox unlocks the ability to identify your unique channel mix at each stage of the funnel and the role of a given channel across the funnel.
Through leveraging Rockerbox, you can identify which channels are your strongest first touch, middle touch, and last touch channels. For a given channel, you can also identify where that channel's touchpoints most often fall on a path to conversion.
Priority Questions to Answer
- What is my unique marketing mix at each stage of the funnel?
- What channels overlap a specific channel?
- What is the role of a given channel across the funnel?
1. Unique marketing mix at each stage of the funnel
- 1. Navigate to the Funnel Position UI view
- Select the Channel Mix at Each Stage of the Funnel view
This view shows your unique marketing mix for each stage of the funnel (Beginning, Middle, End).
Each column sums to 100% vertically - showing for ALL first/middle/last touchpoints in a given period - what percentage are attributed to each channel.
- Sort by First, Last, or Middle to find your most common touchpoints at each funnel position
- Sorting by first touch will show most common first touch channels over a time period
- Sorting by last touch will show most common last touch channels over a time period
2. Understanding Channel Overlap
Now that you've identified most common First or Last touches, you're able to also understand most common channel overlaps.
This enables your team to understand which channels pair well together, as well as add context into deduplicated performance you may be seeing in Attribution views.
- Use advanced filters to select a channel at either any touchpoint, first touch, middle touch, or last touch
In the screenshots above, you'll see that when "Paid Shopping" is the first touchpoint on paths to conversion, most common last touches are Email, Paid Social, and Paid Shopping overlapping itself.
This same analysis can be done for a specific channel selected in the Advanced Filters for Middle or Last touch.
3. The role of a given channel across the funnel
- Navigate to the Funnel Position UI view
- Select the Role of each Channel across the Funnel view
This view shows the role of a given channel across the funnel.
Each row sums to 100% horizontally - showing for a specific channel i.e. Paid Social - what percent of touchpoints are happening as a first, middle, or last touchpoint.
- Select a priority channel or tactic
- Does the touchpoint distribution match what you're expecting? For example, do you expect an upper funnel channel like Linear TV to perform as a Middle or Last touch?
Then, use the Channel Overlap exercise from step 2 to better understand what other channels are included on paths to conversion.