Latitude debuts ‘conversion analytics’ service
- Added:
- Mar 31, 2009
Digital marketing agency Latitude has launched a suite of conversion analytics offerings and predicts the industry will be worth £1 billion globally by 2010.
The new suite integrates four levels of online conversion; web analytics, conversion attribution, usability research and landing page optimisation.
To increase its clients’ return on investment (ROI), the analytics will also be used to optimise the integration of online and offline marketing campaigns.
Three-year Latitude veteran Rob Jackson will take the role as Head of Conversion Analytics with a dedicated team of seven specialists.
The team has been behind digital marketing campaigns for clients such as Bet 365, The Independent and Tesco Personal Finance.
The company said the new service is a response to a shift in online and traditional marketing industries, caused by advances in technology and changes in customer behaviour due to the recession.
The time consumers typically complete the ‘awareness-to-purchase’ journey online, for example, has extended well beyond its typical 20 days, increasing competition for sales as people spend more time researching potential buys.
Alex Hoye, CEO of Latitude commented: “We have been leaders in leveraging analytics to improve client performance for years. However, improved and diverse technologies and client demand made it clear that a dedicated team focused on conversions throughout the funnel and across clients and channels support all of our channel offerings across verticals.
“The focus on client acquisition has made it clear that the bottleneck to results is not only building the traffic, but also to increasing the percentage of visitors converting once they arrive. Our offerings and team identify what spend is generating sales and what obstacles block conversion – essentially, what we are selling here is performance.”
