Don’t Be Fooled By Last-Click Analysis Of Social Media
Dave Fleet
MAY 16, 2011
Forrester recently published a report entitled “ The Purchase Path of Online Buyers. Normally I’m a fan of Forrester’s reports, but this one left me scratching my head. The report looks at transaction data from 15 clients of a marketing agency (let’s ignore that built-in bias, and convenient product placement in the recommendations, for the sake of this post) to draw conclusions about buyer behaviour including: Most buyers do not arrive at a site directly — they c
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