Exposers vs. Closers

17:43 Apr 30, 2013
This question was closed without grading. Reason: No acceptable answer

English to Czech translations [PRO]
Marketing - Internet, e-Commerce / Analyzing-Visitors-Across-Sessions-with-Multi-Channel-Funnels
English term or phrase: Exposers vs. Closers
2 termíny v 1 dotaze - protože je nutné zachovat souvislost....

Kontext:
Assisted Conversions: conversions that happened later – GA has never shown us this before! These sources assisted with later conversions.
Assisted/Last Interaction Conversion Ratio: The “exposer to closer” ratio.
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So, in this particular case, we end up finding that direct traffic is a closer, while referral traffic is an exposer. Notice: we “undervalue” traffic from referrals with last-click attribution! For every two last-touch conversions we’re getting, we’re also getting three assists – but we never knew this until now!
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So, what kind of problems are you trying to solve? Maybe you’re going for brand exposure, maybe you’re remarketing to get the close. Depending on the intent of your marketing, last-touch attribution might mean that that first touch, that introduced your brand as an option to the consumer, isn’t getting the credit it deserves for bringing them to your site in the first place.

It’s about Exposers vs Closers. Who first got their attention, and who closed the sale or got them to fill out a lead form. Or for publishers who monetize off of ads – which source kept them coming back for more?
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(konverzí se rozumí proměna návštěvníka webu v zákazníka)
Pavel Prudký



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