The offline customer journey.
Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013 – a 14.8% annual increase over 2012’s $225.5 billion.
But there’s a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion: As much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only. Targeting isn’t about clicks, it’s about sales, and 92% is a large percentage of missing data!
In this webinar Attribution 360 (formerly Adometry) and LiveRamp discuss how to connect the offline customer journey to online marketing analytics and measurement.
- The process for creating the link between online and offline customer journey
- Using data-driven attribution to measure the impact of online vs offline purchases
- A case study from a large retailer on how they used attribution to connect offline customer activity with digital marketing campaigns