Smart marketers use data to measure campaigns and make optimizations. 45% of marketers think that that new customer acquisition is the most important objective for data-driven marketing to achieve. But data, or the lack thereof, can create blind spots in understanding the customer’s true path to purchase, particularly in measuring digital’s impact offline. Enter online-to-offline advertising attribution.
Despite the rapid growth of ecommerce, brick-and-mortar retail are real-world points of consumer engagement, like out of home media. Similarly, major brands like CPG are not, or cannot, be consumed or transacted with digitally. Online-to-offline attribution is a pivotal area enabling a defense (or sound analysis) of digital impact to nondigital sales and ROAS.