This document discusses connecting online media to offline purchases. It provides an example of a large specialty retailer that was able to attribute 12% of offline point-of-sale revenue, representing $63 million in sales, to online media after integrating offline transaction data. The analysis found that two-thirds of attributed conversions were from multi-touch journeys and one-in-five were multi-channel. It recommends testing budget shifts and expanding digital programs like display based on the performance insights gained from connecting online and offline data.

1. Connecting the Dots Between
Online Media and Offline Purchases
Casey Carey, CMO
@caseycarey
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2. 2

3. A simple idea... to change the
output,
you may need to change some
of the inputs.
@caseycarey
#iMediaSummit
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4. Let’s Test the Notion
@caseycarey
#iMediaSummit
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5. Find the Numbers in Sequential
Order Starting with 1
97
89
13
77
41
63
75
3
83
55
21
49
57
33
69
7
47
43
11
95
37
1
25
73
85
79
27
23
91
51
9
53
17
45
29
39
59
19
35
99
61
81
65
93
5
15
31
71
87
67
14
34
90
38
98
76
100
4
72
20
74
82
22
78
50
48
24
52
28
88
26
46
70
2
62
12
36
40
80
44
6
66
30
42
54
16
56
32
8
92
94
18
58
86
10
96
68
60
84
64
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6. Same Goal With More Information
53
29
17
45
9
99
59
39
35
19
81
5
65
93
61
67
31
15
87
71
89
41
13
77
97
55
75
63
83
3
49
69
57
33
21
95
47
7
11
43
1
85
25
73
37
51
27
79
91
23
46
62
70
2
26
44
36
12
80
40
66
54
30
42
6
92
56
16
8
32
18
10
58
86
94
64
68
96
84
60
34
98
90
38
14
20
100
76
72
4
82
50
22
78
74
88
24
48
28
52
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7. What is the Opportunity?
Traditionally, digital attribution only accounts for online
purchases and other “soft” online conversions, yet offline
transactions account for a large portion of the overall
business.
Examples of offline transactions
influenced by online media
• Retail – store and call-center
purchases
• FSI – loan, credit card applications,
and new account applications
• Auto – test drives and purchases
• Telecom – in-store and kiosk
purchases
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#iMediaSummit
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8. Case Study –
Big Box Specialty Retailer
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9. Case Study – The Situation Report
Offline
•Large Specialty Retailer
• 2000+ stores
• North America
•Offline Marketing
• 4 page FSIs
• In-store promos and events
• Loyalty card
•POS Data
• Credit-card look-up
• Email receipt
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Digital
• Digital Marketing Channels
•
•
•
•
•
•
Display
Organic Search
Paid Search
Email
Direct navigation
Social
• Online Conversion Events
•
•
•
•
•
Email sign-up
Coupon download/print
Store locator
Gift card purchase
Event registration
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10. The Question? How Does This
Sequence of Events
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Impact This?
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11. Most Common Techniques for
Connecting Offline to Online
•A complete toolbox depending on
business and data collection constraints
• Account creation
• Online surveys
• Email subscriptions
• Product registrations
• Loyalty programs
• Special offers, discounts
and events
• Services and support
• Email receipts/promos
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#iMediaSummit
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11

12. Integrating the Offline Conversion
into Digital Attribution
Send
Transaction
File
Email
Ongoing
Cookie Sync
Name
Al Smith
Susan Lee
janej@gmail.com
@caseycarey
#iMediaSummit
Jane Jones
Match Offline
to Online
Postal Address
1401 Adams St
Denver, CO 80208
520 Broadway
New York, NY, 10012
1600 Barton Springs Rd
Austin, TX 78704
Attribution
Processing
Date
Segment
Amount
01/12/13
HV501
$143.23
01/12/13
NC202
$65.89
01/12/13
AV304
*$36.45
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13. Simple vs. Data-Driven Attribution
LAST
EVENT
0%
0%
0%
100%
25%
25%
25%
25%
30%
15%
15%
40%
EVEN
Simple
Rules-Based
AD-HOC
Data-Driven
@caseycarey
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(Algorithmic)
45%
15%
10%
30%
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14. Next-Generation Attribution Provides
Greater Clarity Into Performance
 Data-driven, probabilistic
model
 Leverages all user-level
interactions including
impressions
 Full-funnel view of media
performance
 Can include both online
and offline conversion
events
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15. 12% of POS Revenue Attributed to
Online Media
Representing 550K Transactions
Worth $63M in Sales
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16. Two-Thirds are Multi-Touch
Journeys
1-in-5 are Multi-Channel
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17. Email
Organic Search
Direct Navigation
Paid Search
Display
Channel Performance
•Conversion to
Cost Index
•Display – 1.1
•PPC – 0.07
•Email – ???
Search Underperforming While
Opportunities Exist in Display
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18. Conversion to
Cost Index
general
brand
Paid Search Performance
Brand – 2.35
General – 2.16
Category 3
Category 2
Category 1
Category 1– 0.73
Category 2 – 0.20
Category 3 – 0.90
Shift from Click-Based Optimization
to Sales-Based
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19. Funnel Stage Analysis
Channel
Display Credited with 68% of
Conversions – Lower Funnel
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20. Display Lift Analysis
Offline Sales – Assisted Channel: Organic Search
Display Lift
Organic Search – 23%
Paid Search – 23%
Offline Sales– Assisted Channel: Paid Search
Email – 46%
Offline Sales – Assisted Channel: Email Click
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21. Funnel Stage Analysis
Site
Adjust Creative Based on Site
Audience
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22. Washington DC
New York
Los Angeles
Display Geo Performance
Conversion to
Cost Index
SFO – 0.51
NYC – 0.55
San Francisco
Atlanta
Chicago
CHI – 1.18
ATL – 1.19
DC – 1.30
Rebalance Investments by
Geographies
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23. Next Steps
•Begin testing budget shift from FSI to digital
•Expanded display program
• Upper funnel creative
• Increase overall spend
•Re-image PPC program
• Optimize for both online and offline conversions
• Adjust spend in low-performing ad groups
•Incorporate additional data
• Overlay audience data to better understand segments
• Fully integration email and social channels
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24. Casey Carey
CMO, Adometry
casey.carey@adometry.com
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