Stella Cheung
Jan 24, 2013

5 things you need to note in your year-end reporting

As 2013 starts, marketers are looking back at 2012 and reporting what they have achieved in the past 12 months. Stella Cheung, director of sales from Google Hong Kong offers advice on how online advertisers can give that report card, ensuring that these achievements are represented with maximum impact and serve as reasonable basis for budget planning.

Stella Cheung

Take a multi-channel funnel approach

Your customers research, compare, and make purchase decisions at different times and in different places, so measuring return solely based on the last click gives an incomplete picture.

Measuring multi-channel funnels let you look at interactions across different digital media and show how these channels work together to create sales and conversions.

Pay attention to the channels customers engage before they convert or purchase,...

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