Linking Online Activity to Offline Sales
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Introduction
Many online marketers know that their digital marketing efforts will be impacting offline sales but they don’t have the tools in place to measure it. This can be especially frustrating for any digital marketers working in a business that has historically prioritised their trditional offline marketing channels. We want to address any scepticism around the ability to measure the impact of online activity on offline sales as well as giving you some actionable online to offline takeaways that can help you to truly understand and authenticate the value of your online marketing efforts.
1 Find the Links & Capture the Data
Think about where you can make the joins... and don’t stop thinking! Unique Email voucher Delivery addresses codes? post in store? codes?
Quote IDs?
Are you still thinking? Anything that can be used to build a join to identify as many links as possible. Here are a few examples for you: • Email addresses • Collected in store and matched online • A postcode • On a store finder and delivery confirmation
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• An online voucher redeemed in store • Quote IDs • Generated online and referenced on the telephone
2 You Won’t Join ALL the Dots!
Joining a good percentage is enough! You won’t be able to clearly identify every time an offline sale has been influenced online but a good percentage is enough to: • Map out ‘typical’ user journeys • Gain insight • Inger actions The user journeys that you have joined can help you to:
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• Build a clearer view of the relationship between online activity and offline sales • Identify ‘webrooming’ or ‘showrooming’ shopping trends • Link online efforts to tangible in store purchases
3 Joining O2O Can Empower Marketers
It’s not just about ROI & CPA! Showing that you are driving more sales from your online budget should allow you to make a better argument for that budget to be increased. However, the empowerment this insight provides by enabling you to make more confident, data-drive decisions is also important.
TOP TIP:
IfIfyou youare arelooking lookingto to persuade your business persuade your business that online that online marketing marketing drives drives more thanmore just than just online sales, online sales, start with start with smaller smaller assumptions that assumptions that are are believed company believed company wide. wide.Once Onceyou youhave have conquered conqueredthose thoseyou you can then movemove on toon de-to can then de-bunk some of the bunk some of the more morecomplex complex myths myths.
Imagine how good it would feel to confidently say that:
“23% of our in store shoppers have already researched online.”
“17% of any new customer journeys start online and convert offline.”
4 It’s Possible to Join Online & Offline Now!
O2O is not as complex as you think... The data structures and technologies involved are not as complex as you might think. This is why so many top brands are already leading the way with an omnichannel marketing strategy. Every day we help omnichannel retailers to have a much better view of the link between online and offline.
TOP TIP:
Get Getin intouch touchwith withus ushere here RakutenAttribution Attributionifif at Rakuten you want to discussthe the you want to discuss challenge that your busichallenge that your ness has when underbusiness has when standing the true value of understanding the true your online marketing valueon of offline your online sales marketing on rm-salesuk@ offline sales mail.rakuten.com rm-salesuk@rakuten.com
They now have the measureable data to inform their marketing strategies so that they can succeed in a market where there is no distinction between an online customer and offline customer.
Summary
Still looking for inspiration? Understanding the correlation between your online marketing activity and offline sales will allow you to turn any assumptions and myths into quantifiable metrics. Ultimately, this will give you and your business greater confidence when setting budgets and making decisions. But it isn’t just about attribution . . .
It’s about having the confidence to talk about the influence that your digital marketing efforts have on offline touch points. It’s about being more certain about your instincts or digital marketing ‘spidey senses’. Let go of any scepticism about linking online to offline and embrace an omnichannel marketing approach in 2015. The data and proof is out there to be captured if you are willing to see it.
QUESTIONS?
Get in touch with at Get in touch with usus here atRakuten RakutenAttribution Attributionif if you you want to discuss the want to discuss the your challenge thatoffline your busionline and ness has when underchallenges standing the true value of rm-salesuk@rakuten.com your online marketing on offline sales ls-comercial@ linkshare.com
Are you Ready to Connect the Dots? Rakuten Attribution (formerly DC Storm) arms digital businesses with performance measurement tools, analysis and reporting, powering great decisions and driving success. rakutenmarketing.com.br ls-comercial@linkshare.com +55 11 3080-8680
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