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Which Industries Are Turning Cookies Into Contacts? [CHART]

Egan Cheung
Manager, Revenue Performance Analytics

Marketers know that the key to growth is through generating new interest in their products and services from buyers who have never engaged with them before.  In fact, that is one of the reasons that "reach" is such an important indicator of revenue potential. Eloqua is in a unique position to tell marketers which visitors have never been to your web site before through the use of cookies.

Surprisingly, the number of new cookies placed per unique web site visitor (referred to as New Traffic %) is a very high - and uniform across most industries - at 80 to 90%. This may have something to do with the proliferation of mobile devices creating multiple profiles per individual which you can then unify once a visitor becomes known.  But, it's also likely that marketers have traditionally been very good at generating top-of-funnel interest.

Despite this pan-industry uniformity, it does appear that the new traffic yield (which was calculated as new contacts as a percentage of new buyer profiles) shows a greater variation amongst industries with Life Sciences, Non-Profit, and Manufacturing showing the greatest potential opportunity to start turning those cookies into contacts.

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