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B&Q tracks customer journey

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DIY and garden retailer B&Q is introducing new tracking technology to help it understand how exactly its customers make the journey to buying from its website.

The company is using TagMan campaign tracking technology in order to trace third party tracking tags from across its marketing channels. Using this, B&Q aims to follow the route that customers take, whether they come direct to the site, or through natural or paid search, affiliate links, display campaigns or price comparison shopping channels.

That will have knock-on effects for the way the retailer distributes its marketing spend and awards commission.

Richard Wilson, sales and operations manager at B&Q Direct, said: “We will be able to start awarding credit and commission based on best click model, meaning that we can attribute the credit depending on how highly a channel ranks as a driver of unique sales.

“This is a much more common sense approach and helps us to control budgets.”

Jon Baron, general manager at TagMan, said: “By using a best-click model B&Q will gain a much clearer understanding of the role different online channels play in a sale and start to reward them accordingly.”

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