Trade is one of humankind’s oldest activities. The Latin word for trade, or commerce, is commercium, from cum + merx, meaning “with merchandise”, expressing the very notion of an exchange of goods between people. Trade is at the heart of human history and conquest. In fact, many historians identify trade as the cornerstone of civilization. It is said that the Sumerians invented writing 5,500 years ago specifically to keep a record of their commercial activities. That says it all.
As we know, the advertising world is changing drastically, with a massive shift of ad spending toward digital platforms. There are two main players who stand out in the global crowd. It will come as no surprise: those two are Facebook and Google.
The Agile philosophy and its Marketing variant foster openness to change by rethinking the way work is organized. Having read the excellent book “
Knowing where your sales leads come from is not a problem when potential customers have filled out a form; but how can you know when they’re calling in? Of course, you can easily identify customers who found your number on your website (or any other website) by using a unique telephone number, but how can you know how they reached the site in the first place? This article explains how to track the paths that customers used to find you, be it through an organic Google search, an Adword campaign, social networks, or some other means.