How Personal Capital Optimizes User Acquisition, Conversion Across Channels - eMarketer
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eMarketer Interview

How Personal Capital Optimizes User Acquisition, Conversion Across Channels

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An interview with

Mark Goines

CMO, Personal Capital

Interview summary

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.

Interview

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.