While the average number of marketing touches per online order was around 5 in Q2, the number of channels buyers used was far lower, according to a Rimm Kaufman Group (RKG) report released in July 2012 that analyzed data from a subset of its clients. 75% of orders involved just 1 channel, 18% involved 2 channels, and the remaining 7% involved 3 channels or more. Still, the average number of touches per order showed growth in Q2, from about 4.7 to 5.4, suggesting that users return to the same channel multiple times. Read the rest at MarketingCharts.
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