Digital marketers have been conditioned to measure digital channels and their influence solely as it relates to online conversions. But with more than 90% of US commerce being handled through channels like brick and mortar stores, or through call-in orders, the bigger win may be understanding digital’s influence on these offline channels.
As we discussed in our recent white paper, 15-Minute Guide to Data Onboarding, the influence of online campaigns in traditional channels can be measured, helping tune media mix optimized for both conversion and in-store sales.
We’ve partnered with Adaptive Audience, Adometry, comScore, Convertro, Kenshoo, and Marin Software to develop this subject more fully in a new white paper, Guide to Measuring the Impact of Digital Marketing on Offline Sales. Read it for insights into how to:
• Keep (and grow!) budget based on demonstrated business results
• Understand how different channels may respond to similar creative in surprising ways
• Tie campaign success to sales as opposed to proxy metrics like CPA or CPC
Best practices and shared case study results round out the paper.
No matter where you are on the marketing technology spectrum, this white paper can show you practical ways to leverage the infrastructure you have today and areas you might consider for focused investment. For more detail, download our Guide to Measuring the Impact of Digital Marketing on Offline Sales white paper today.