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Rooted in the family tree of predictive analytics, you find purchase intent. In today’s digital world, purchase intent is now an actionable measurement. By identifying purchasing behavior and which steps of the buyer journey that drives real, tangible value, you’ve got the information you need to set some very clear targets to optimize against – in a highly quantifiable way.
By measuring purchase intent, it enables you to have a wider conversation around how activities drive it and the relative weighting of resources behind them. For content marketers in particular it shines the light on how content contributes to ROI.
Nudge enables you to measure purchase intent on your content campaigns by passively collecting hard data without having to use astronomical sample sizes.
Most marketers are doing it wrong, so we fixed it
For businesses that are currently measuring purchase intent – that’s great. Many are still not.
However for those that are, there’s an additional problem here; it’s how they’re measuring it.
Most businesses use a standard survey methodology, meaning they need millions of impressions to understand the lift, it also means they’re stuck with a survey bias…
…By sending surveys to people who have seen the same ad time and time again the same percentage of the population is going to respond to the survey, that’s when you get a survey bias.
With Nudge you can run it on audiences as small as 10K (you don’t need 2-3 million impressions). This works well because of passive collection, we simply look at actions taken by the users – it doesn’t ruin the user experience by simply measuring their behaviour.
How to setup tracking with Nudge
Tag your creative with the Nudge pixel and set purchase intent events, it’s that simple.
Examples of purchase intent events:
- Visits to a product page
- Visits to a store locator
- Added products to cart
Nudge’s purchase intent window is 60-90 days, meaning it allows you to see a bigger view of the impact of your campaign.
If you want to dig deeper into what drives a purchase, you can measure:
- Purchase intent by device
- Social’s impact on driving purchase intent
- Distribution/traffic sources (which can then be linked to other campaign or marketing activity)
- Content formats
Benefits of the Nudge Methodology
The Nudge toolkit shines light on the black hole of content attribution, the key benefits of our methodology:
- No surveys required
- Insight off smaller datasets
- Passive collection
- Objective measurement
- Shows the lingering effect of communications
- Tagging is simple, set up once
- Real-time understanding
All of this provides actionable insight for marketers to clearly understand what content is driving purchase intent and how to improve it.
Learn what to aim for with Nudge Network Benchmarks
At the initiating of your campaign setup you can request the latest industry benchmarks from your Nudge account manager.
Summary
By measuring and associating specific events across the digital ecosystem with a dollar value, you’ll soon learn exactly what you should be optimizing towards in order to steer your business in the right direction, both strategically and from a budget perspective, i.e what the impact is on your most important business objectives.
With Nudge you don’t need to have millions of impressions in order to measure purchase decisions, we passively help you collect hard, actionable data for as small audiences as 10K in real time. And you get all of this delivered in a seamless dashboard which anyone can use. Brilliant.
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