Smart Online/Offline Attribution Strategies with a Customer Data Platform

November 26, 2018

AdobeStock_169955027 (1)Google Analytics is the go-to and trusted source when it comes to online attribution reporting. However, when it comes to offline attribution things get a whole lot murkier, which is why offline attribution has long been a sore spot for marketers. 

With AgilOne's ability to ingest online/offline campaign and purchase data, including in-store activity, marketers can combine their online and offline data into one multi-channel view, and better attribute what steps a customer is taking that lead to a conversion. Without AgilOne, the offline activity, and how it plays into the attribution, is an unknown, and can lead to wasteful marketing spending.

For example, we see a lot of our customers' consumers only purchasing in-store after they have interacted with the brand online. Without the offline data being appended to the customer's profile, the marketing teams might conclude that their digital ads are ineffective, because Google Analytics is unable to report on the offline conversions. With AgilOne pulling in the digital campaign data, and merging it with the in-store purchase data, we are able to uncover that the digital ads were instead quite effective... the purchase was just happening offline.

Additionally, AgilOne is able to attribute purchases to both online and offline marketing channels. If such purchases are influenced by both the channels, it might be better to pursue these customers via online campaigns since they are cheaper to execute than the offline campaigns.

With the above discoveries about conversions, , marketers can adjust their budgets to the methods that drive the most sales -- online or offline -- and appropriate the right amount of money for those campaigns, optimizing ROAS.

The second instance where the combination of Google Analytics and AgilOne becomes extremely effective is for online retailers who allow you to "reserve" or "hold" items in store. Retailers are looking to implement this process more and more, as it cuts down on shipping time and costs. The downside is that customer's aren't required to pay for items until they come pick them up in store, but Google Analytics has no way of knowing if they did or not. Therefore, it will still attribute it as a sale, and Google will potentially report higher revenue than it accurately should.

With AgilOne, you can actually track whether or not the order was completed, and append the transaction to the exact customer who reserved online. This not only gives you accurate insight into your revenue, but also allows you insight into customer abandonment percentages, and adjust your marketing strategy accordingly. For example, if a user is a frequent "abandoner" (reserves item online but never picks up in-store), you can change the way you market to them, giving them discounts on shipping etc. to ensure they are actually purchasing products.

So, if you are a marketer relying heavily on Google Analytics to track revenue and drive your marketing strategy, it might be time to consider a CDP like AgilOne to ensure you are also tracking offline data properly. Until then, you will never have a holistic view of your customer's entire journey.