When analysis of behavior focuses on query relationships, we find searches are seldom linear and occur in clusters that don’t necessarily align with funnel-like behavior.
How can today’s marketers manage such complex customer journeys? Firstly, it’s important to have a strong partnership with your publisher. Your account teams are champions for your business, and part of that is stewardship for relevant data. The second thing is to invest in data science within your advertising program. Unraveling intricate problems will often call for technical expertise, and consumer behavior grows more sophisticated with every technological advance.
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