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One of the most daunting aspects of a multichannel marketing strategy is determining what medium consistently attracts potential customers.  

Does an email or a tweet pique a customer’s interest? Precise understanding on digital influence is tricky, but combining Google Customer Journey Tool with analytics reports can bring marketing much closer to an easier understanding of that influence.

Mapping Influence

Introduced in 2013, the Customer Journey Tool has become a centerpiece of a marketing planning tool suite from Google. It is meant for marketers who want to understand how customers typically journey across mediums.

The tool was recently revised with revamped classifications based on data volunteered from 36,000Google Analytics accounts. The provided data is correlated so that users can select from 19 industries, eight countries and three business size categories.

The results are compiled into a timeline that shows the influence of each medium channel. The channels are organic search, social, paid search (Generic and Branded), Display, Email and Direct. If these channels sound familiar, look at the acquisition reports Google Analytics solution. Channel reports contain these channel labels in the dimensions column.

The timeline displays purchasing influence from most influential to least. Symbols representing each channel appear along the timeline in differing order, dictated by the country, industry and business size selected.

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Use the Customer Journey Tool as a benchmark against the channel sources from your site. Compare the channels with the highest conversion rates and see if those channels match the most influential channels that appear in a given Customer Journey Tool setting. 

This offers an idea as to how well a website is matching up to the industry behavior. Another comparison opportunity is the attribution report to see how well current website channel influences match the sequence suggested in the Customer Journey Tool. Ultimately ideas can indicate where to adjust budget resources to strengthen a channel that is not performing as significantly well as the benchmark.

A Few Cautions

Users must keep in mind that the Customer Journey Tool does not display a scale along the timeline. So there are general indicators of position instead of a specific amount indicating how much of a difference exists. But the overall position of symbols can indicate if, for example, email is a major influence over social media for a given industry and business size.

Users can also check out the white paper Measure What Matters Most delve further into additional concerns such as selecting metrics.

Creative Commons Creative Commons Attribution 2.0 Generic License Title image by Thomas Leuthard.