Friday, March 15, 2013

Measure and Maximize the Impact of Online Activity on Offline Sales

The challenge today is how to decide exactly which measurements make sense based on the objective of the campaign. The ultimate challenge, of course, is not how to measure your campaign but how to optimize in real time to maximize the impact on brand-marketing or direct-marketing objectives.

Rocket Fuel Inc. works with top consumer packaged goods (CPG) and auto brands and Doug writes that those brands have been advertising via traditional channels for over a century, and they now have a very specific challenge: Even in this, the "Internet Age," very, very few people buy their products online. So, all the measurement in the world with online metrics won't ever tell those brands whether they are getting ROI with their digital investments, much less exactly how much.

To measure offline sales impact Doug discusses an approach here.

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