Schedule a Demo
Does My Company Subscribe?
CMO, Personal Capital
Mobile is vital for user acquisition and customer engagement at Personal Capital, the creator of digital wealth management tools where users can aggregate their financial accounts, determine their net worth and engage with financial advisors. CMO Mark Goines spoke with eMarketer’s Bryan Yeager about how the firm uses marketing technology to optimize cross-channel acquisition and conversion and how it’s finding scale beyond digital channels.
eMarketer: How do you track the path from user acquisition through customer conversion across various channels and touchpoints?
Mark Goines: We have a robust implementation of tracking against lead source. We originally used and still largely rely on a last-click attribution model to a conversion event. We have a dozen conversion events that we monitor. We look to optimize against those conversion events, and they’re different based on channel.
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
Artificial Intelligence for Marketers: The Future Is Already Here
Attention and Engagement Metrics: Going Beyond the Impression
Nokia Dives into Virtual Reality Advertising with ‘Healthier Together’ Campaign
Marketers in India Still Reluctant to Spend Big Despite Sizable Digital Opportunities
Melding Marketing and Ad Tech a Challenge for B2C Companies
Disagreement Persists Over Viewability Definition