linking online to offline rakuten attribution - march 2015
TRANSCRIPT
Linking Online Activityto OfflineSales
Intr
oduc
tion 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 traditional 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.
1Find the Links & Capture the Data
Think about where you
can make the joins... and don’t stop
thinking!
Email addresses in store?
Unique voucher codes?
Deliverypost codes?
Quote IDs?
TOP TIP:Once you have found the
joins and are collecting the data, ensure that your data platform is flexible enough to handle the imports and
provide the structure to glue it all together.
Once you have found the joins and are
collecting the data, ensure that your data
platform is flexible enough to handle the
imports and provide the structure to glue it
all together.
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
• An online voucher redeemed in store
• Quote IDs • Generated online and referenced on the telephone
You Won’tJoin ALLthe Dots!
2
TOP TIP:Think about incentivising
shop and telesales staff to collect the data that will allow
you to make the join to increase your chances of
joining as much data as possible
Think about incentivising shop
and telesales staff to collect the data that
will allow you to make the join to increase
your chances of joining as much data
as possible
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:
• Buildaclearerviewoftherelationshipbetweenonline activity and offline sales
• Identify‘webrooming’or‘showrooming’ shopping trends• Linkonlineeffortstotangibleinstorepurchases
JoiningO2O CanEmpowerMarketers
3
TOP TIP:If you are looking to
persuade your business that online marketing drives more than just
online sales, start with smaller assumptions that
are believed company wide. Once you have
conquered those you can then move on to de-
bunk some of the more complex myths.
If you are looking to persuade your
business that online marketing drives more than just online sales,
start with smaller assumptions that are
believed company wide. Once you have
conquered those you can then move on to
de-bunk some of the more complex myths
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.
Imagine how good it would feel to confidently say that:
“23% of our in store shoppers
have alreadyresearched
online.”
“17% of anynew customerjourneys start
online andconvert offline.”
It’s Possible to Join Online
& Offline Now!
4
TOP TIP:Get in touch with us here
at Rakuten Attribution if you want to discuss the
challenge that your business has when
understanding the true value of your online
marketing on offline sales
Get in touch with us here at Rakuten Attribution if you want to discuss the
challenge that your busi-ness has when under-
standing the true value of your online marketing
on offline salesrm-salesuk@
mail.rakuten.com
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.
They now have the measureable data to inform their marketing strategies so that they can succeed in a mar-ket where there is no distinction between an online customer and offline customer.
Sum
mar
y 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 . . .
QUESTIONS?Get in touch with us at Rakuten Attribution if you want to discuss the your online and offline [email protected]
Get in touch with us here at Rakuten Attribution if you want to discuss the
challenge that your busi-ness has when under-
standing the true value of your online marketing
on offline salesrm-salesuk@
mail.rakuten.com
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.
Are youReady toConnect the Dots?
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Rakuten Attribution (formerly DC Storm) arms digital businesses with performance measurement tools, analysis and reporting, powering great decisions and driving success.