News Archives: April, 2017

How to Track Online Data to Offline Sales: The Holy Grail of Digital KPIs by Lauren Oliver

When it comes to measuring ROI of digital ad spending, e-commerce brands seem to make a better go of it. The ease and accuracy of digital display measurement against online sales makes standard metrics such as click counts, click-through rates (CTR), reach, engagement time and cost per acquisition (CPR) perfect KPIs for measuring campaign performance and providing directional data for campaign optimization. And, why wouldn’t it? Once the buyer hits the shopping cart with payment information and reveals their shipping address, those e-retailers are off and running with a wealth of conversion data beyond digital campaign metrics! Who purchased, monetary gains, seasonality, trends and cross selling opportunities are just a few of the data points that will also fuel future CRM programs.
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