Why Attribution Matters for Equipment Dealers

Prior to the Internet, a consumer’s path to purchase was relatively linear. They relied heavily on local equipment dealerships for knowledge and information about various pieces of machinery, coming directly to you – the dealer – at the beginning of their decision-making process. With the rise of online research, however, it is very rare for today’s customers to do their pre-purchase research in the store. This is particularly true for consumers looking to make major purchases – like heavy equipment. Continue reading “Why Attribution Matters for Equipment Dealers”

What is Multi-Click Attribution and How Can It Benefit Your Business?

There’s a growing concept in sales that is changing how we think about online advertising: “multi-click attribution.” Traditionally, credit for a sale is given to whatever source last came into contact with a consumer; that’s called “last-click attribution.” But as the pathway of online sales becomes more complex, it’s increasingly important to recognize the role of multiple sources of contact which encourage purchases at various times in various ways. This more nuanced approach to understanding online marketing and sales is called multi-click attribution and it can be an extremely important tool in guiding your marketing dollars! Continue reading “What is Multi-Click Attribution and How Can It Benefit Your Business?”