Linking Online Activity to Offline Sales
US
Introduction
Many online marketers know that their digital marketing efforts will be influencing offline sales but they don’t have the tools in place to measure it. This can be especially frustrating for any digital marketer working in a business that has historically prioritized their traditional offline marketing channels. We want to address any skepticism around the ability to measure the impact of online activity on offline sales as well as give you some actionable online to offline takeaways that can help you to truly understand and authenticate the value of your digital marketing efforts.
1 Find the Links & Capture the Data
Think about where you can make connections ...and don’t stop thinking! Unique Email voucher Reference addresses codes? Delivery zip codes? Number? in-store?
Are you still thinking? Anything can be used to build a connection to identify as many links as possible. Here are a few examples for you: • Email addresses: • Collected in-store and matched online • A zip code: • On a store finder and delivery confirmation
TOP TIP:
Once you have found Once you have found the joinsthe andconnections are collectingand the are collecting the data, ensure that your data data, ensure your platform is flexiblethat enough platform is to handledata the imports and flexible enough to provide the structure to handle imports glue itthe all together. and provide the structure to glue it all together.
• An online voucher redeemed in-store • Reference Number: • Generated online and referenced on the telephone
2 You Won’t Connect ALL the Dots!
Connecting a good percentage is enough! You won’t be able to clearly identify every time an offline sale has been influenced by online efforts but a good percentage is enough to: • Map out ‘typical’ user journeys • Gain insight • Infer actions The user journeys that you have connected can help you to:
TOP TIP:
Think about Think about incentivising incentivizing stores shop and telesales staff to and telesales staff to collect the data that will allow collect the data that you to make the join to will allow you to make increasethe your chances ofto connection joining as much data increase your chances as possible of connecting as much data as possible
• 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 also enables you to make more confident, data-driven decisions.
TOP TIP:
IfIfyou youare arelooking lookingto to persuade your business convince 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 are believed company that are believed wide. Once you have companywide. Once you conquered those you have conquered those, can movemove on toon de-to youthen 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 new customer journeys start online and convert offline.”
4 It’s Possible to Bridge 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 have a 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 challengethat thatyour your challenge business has when business has when understanding the true understanding the true value of your online valueon of offline your online marketing sales marketing on rm-salesus@mail.rakuten.com offline sales 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 an offline customer.
Summary
Still looking for inspiration? Understanding the correlation between your online marketing activity and offline sales will allow you to turn any assumption and myth 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 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 skepticism about linking online to offline and embrace an omnichannel marketing approach TODAY. The data and proof is out there to be captured if you are willing to see it.
QUESTIONS?
Get touch with at Get in in touch with usus here atRakuten RakutenAttribution Attribution if if you you want to discuss want to discuss the the your challenge that your online and offline business has when challenges understanding the true rm-salesuk@rakuten.com value of your online marketing on offline sales rm-salesus@mail.rakuten.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. www.rakutenmarketing.com/attribution rm-salesus@mail.rakuten.com graphics sourced from freepik.com