Tying offline retail and call center sales back to the online campaigns driving them

[admin]

Have you ever wondered how many of the offline sales that happen in your retail chain or call centers are actually driven by online campaigns and research activity on your website? Would you like to know the true value that your online media spend is driving including offline conversions?

The graph below shows how companies could use email receipts sent out to customers after conversion events across all channels to tie at least a small sample of offline conversions back to online campaign and research behavior. By sending out email receipts and providing incentives for customers to open and click on the emails it would be possible to trigger virtual online order confirmation pages similar to the standard online confirmation pages.

The standard cookie based campaign tracking mechanisms of any web analytics package such as Omniture and Google Analytics can then take over and do their normal job and help tie the virtual sales events back to visitors and campaigns.


Email Chris at cbartens@datalicious.com if you would like to find out more or need some help implementing the below for your company.



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