More client conversations today include tracking and attribution modeling to provide the information clients are seeking to justify their marketing buys.

As the landscape continues to evolve, the options and actions become even more complex. Evidenced by the headline from eMarketer below, Facebook is leading with last-click social commerce. But as the subhead states, it’s more complicated. 

The online marketplace remains complicated.
The online marketplace remains complicated.

Clients are very interested in better understanding how their consumer targets are utilising various options. And there is more to consider than just last-click.

The table below illustrates the volume of young adults (ages 18-24) in California who have made any Internet purchase in the past 12 months are visiting many social sites online. The social sites used by 18- to 24-year-olds in California are sorted by the volume of users.

Those in the 18-24 demographic are spending time on popular social sites and making online purchases.
Those in the 18-24 demographic are spending time on popular social sites and making online purchases.

Facebook is the largest and most used social channel. But the truth is there are many other channels also being used, and clients are asking more questions like, “What about Instagram? What about YouTube?”

These are great questions and pose an opportunity to provide additional insights and answers for clients.

One way to illustrate how the top three channels might work together is through a Venn diagram chart.

Using the Venn diagram, one can more easily tell the story and visualise how the base population of 18-24-year-olds in California are using these three sites online. It’s important to note the large majority of the 18-to-24 population is using two of the three sites, and 39% are using all three. Another way to say it is that very few are using just one of these three sites.

Very few 18-24-year-olds are active on just one social platform.
Very few 18-24-year-olds are active on just one social platform.

Inevitably, these answers will lead to more questions.

How does this view of 18- to 24-year-olds compare to the rest of the adult population?

Clients will want to know how consumer behaviour varies among different age groups.
Clients will want to know how consumer behaviour varies among different age groups.

Clients want to know how consumer targets are behaving across many platforms. These views may help determine a strategy for testing a campaign online.