Assessing Channel Overlap
Because Rockerbox tracks your marketing activity across channels – including paid and organic, online and offline – you can leverage Rockerbox to see how users migrate across channels on their path to conversion.
This is especially helpful as you start to assess how your entire marketing mix works together to drive users to convert.
Priority Questions to Answer
- Are there specific channels or tactics that commonly overlap on a user’s path to conversion?
- Where might there be “excessive retargeting” where the same user is being reached multiple times with the same tactic or channel?
- How do your paths to conversion differ between new vs repeat customers?
How to act on this: are users having multiple paid touchpoints within the same funnel position? For example, are users exposed to TikTok prospecting ads also having OTT prospecting ads on their path to conversion? If yes, consider which channels are most often the true first touchpoint, and which has a stronger CPA/ROAS. Cut back on the weaker channel.
Setting Up Your UI View
- Navigate to the Marketing Paths view within the UI.
- Filter for paths to conversion that include the channel you’re looking to understand more.
- For more information on how to set up and read this view, see here.
How to action off of this view
1. Are there specific channels or tactics that commonly overlap on a user’s path to conversion?
It’s natural that users will navigate across multiple paid and non-paid channels and tactics on their path to conversion. However, as you test new channels that play the same role in the full (for example channels that are meant to drive new customers as a top of funnel acquisition channel) ensuring that these channels are reaching unique users will be important, rather than reaching the same users as your existing channel mix.
Take Linear TV, which you’re introducing to your marketing mix in addition to OTT. If both are meant to unlock new audiences and you see instead that users who have Linear TV on their path to conversion already have OTT touchpoints on their path, there may be an opportunity to either cut back on the lower performing channel or test new audiences or networks to reach unique users.
2. Where might there be “excessive retargeting” where the same user is being reached multiple times with the same tactic or channel?
Do you see frequent overlap between multiple retargeting channels? This likely means you're reaching the same users with your retargeting ads across multiple channels, and could be oversaturated within one of the platforms. Consider
- Cutting spend from the lower performer of the two overlapping platforms
- Placing frequency caps on your placements
- Modifying the retargeting audience that you're reaching to be unique across each ad platform
3. How do your paths to conversion differ between new vs repeat customers?
The marketing mix against new vs repeat customers will differ largely, especially in the distribution of paid vs organic touchpoints against these users. For many brands, repeat customers are won with owned retention tactics like organic social, email, and content while new customers are reached with paid acquisition channels.