Understanding User Behavior Across Rockerbox Views
With a diverse marketing mix, understanding how channels work together can unlock context into deduplicated performance, validate hypotheses into which channels are working together, and help identify where in the funnel additional optimizations or channel testing opportunities lie.
Below are the steps to understand user behavior from the least granular to the most granular paths to conversion leveraging Rockerbox views.
1. Use the Channel Overlaps view to test hypotheses on which channels are working together
The channel overlap view displays at a high level which channels have overlapping touchpoints:
The example above validates a hypothesis that Paid Social strongly overlaps with Paid Search, indicating that spending in one channel or the other may impact performance in the other.
More on Channel Overlap additional use cases and how to set this view up here.
2. Use the Funnel Position view to identify order in the funnel and additional overlaps
While the Channel Overlap view provides broad context into which channels work together, the Funnel Position view breaks the overlap down into where in the funnel each channel plays a role:
The example above illustrates that when Paid Social is a touchpoint on paths to conversion, it's most often a first touchpoint that most commonly overlaps with itself, Paid Search, and Organic Search as a last touchpoint.
This example also showcases that OTT is a strong middle/retargeting touchpoint when Paid Social is on a path to conversion, leading to the conclusion that Paid Social helps drive OTT and Paid Search performance.
More on Funnel Position use cases and setting up this view here.
3. Use the Marketing Paths view to drill down into granular paths to conversion
The Marketing Paths view helps understand specific paths to conversion, and how many touchpoints users may typically need to interact with to convert, and time to convert when a specific touchpoint is on a path to conversion:
Leveraging the summary stats box, paths with a Paid Social touchpoint typically take ~4 touchpoints to convert within about 23 days.
However, there are also a significant number of 1 or 2 touchpoint converters from Paid Social.
More on Marketing Paths use cases and setting up this view here.
4. Conclusions from User Behavior
The analysis above helps determine the following conclusions to help add context to deduplicated performance and unlock additional optimizations:
- Confirming channel overlap hypothesis
- From the example above, Paid Social has a strong overlap with Paid Search, helping to explain why both channels' deduplicated performances may look different than in-platform performance
- Identifying channel order in the funnel and additional overlaps
- From the example above, Paid Social is often a first touchpoint on paths to conversion, indicating that it's a prospecting/introductory channel more often than a retargeting/conversion channel
- Paid Social also overlaps heavily with OTT, which may be expected if OTT goals are primarily retargeting as opposed to prospecting
- Drilling down into granular paths to conversion
- From the example above, when Paid Social is on the path to conversion, the average time to convert is about 23 days, indicating that spending on Paid Social may result in returns after a few weeks