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Measuring online driving offline sales

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Subject:  Measuring online driving offline sales Obi Felten
Author:   Obi Felten:   view profile | all posts by this author | add to favourites
Date:   15:27:31 3 March 2004
 
I came across a good article by ex Philips marketer on tactics/measurement methods of how measuring the effect of online marketing on offline sales.

Excerpt below, link to full article:
http://www.imediaconnection.com/content/2892.asp

Obi

---------------------
You CAN Tell How You're Selling Offline
Monday, March 01, 2004
By Derek Hewitt, iMediaLearning, Inc.

Former Philips Consumer Electronics global marketer shares tactics for judging how well online drives retail sales.
How can we measure the effect of online promotion on sales? Linking online marketing to offline sales has been difficult because most of us sell via retailers, and we lose track of the consumer on their way to the store. In general, retailers are also not highly motivated to track the reasons why consumers came in through their door -- or at least not to share their findings.
But there's hope. The Internet is not just a great promotion vehicle, it's also the tracking source that enables us to close the loop and see what happened after the visitor left the Web site and went shopping.
It's far more cost-efficient to follow up the purchase online with an array of post-purchase tools -- and therein lies the precious ROI information we all seek.
So here are a few tactics to consider when trying to make the connection between online information-gathering and offline purchase:
· Pre-purchase intent surveys
· Post-purchase surveys
· Online coupon redemption
· Online rebating
· Online warranty registration linked to prior online registration
· In-store or exit surveys in conjunction with retailers
· Panel-based data like Nielsen Home Scan.
 
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      • Measuring online driving offline sales, Obi Felten, 3 Mar 15:27
        I came across a good article by ex Philips marketer on tactics/measurement methods of how measuring the effect of online marketing on offline sales. Excerpt below, link to full ...
        • Measuring online driving offline sales, Jim Sterne, 3 Mar 16:04
          On 15:27:31 3 March 2004 Obi Felten wrote: >I came across a good article by ex Philips marketer on >tactics/measurement methods of how measuring the effect of >online marketing ...
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