Offline Attribution in the World of Digital
The ecommerce world has a host of data available for marketers to gauge success – CPM, Impressions, Engagement, Page Views, CTR, etc. But as soon as we move to the “real world,” there’s a big gap in what marketers know about their customers. For brands whose primary purchase channel is offline, it can be challenging to measure advertising’s success.
Mobile location data fills in that gap, enabling marketers to not only understand customers’ behavior in the physical world but actually attribute store visits to their advertising efforts.
If you think this sounds too good to be true, you’re not alone. With so many companies trying to solve the offline attribution problem, there’s a fair amount of misinformation floating around about what’s possible. In fact, at NinthDecimal, there are 6 myths that we hear time and time again from advertisers, agencies, and industry peers:
The 6 Myths of Location-Based Measurement
- It’s impossible to tell whether a person actually visited, or was just nearby
- The sample size is too small and not representative of my full customer base
- Separate studies are required for each medium, which makes omni-channel measurement all but impossible
- Partners are only capable of measuring their own media
- Location-based measurement is not as actionable as sales data
- It’s too much of a hassle to set up a measurement study
On Wednesday, October 5th, from 2-3pm, I will be sharing my thoughts on these myths in a webinar with the Mobile Marketing Association (MMA). If you’ve ever heard (or said) any of the above, I encourage you to join and hear NinthDecimal’s perspective on the current state of offline attribution. It’ll be a lively discussion, and I hope to see you there!