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Measuring online driving offline sales

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Subject:  Measuring online driving offline sales Jim Sterne
Author:   Jim Sterne:   view profile | all posts by this author | add to favourites
Date:   16:04:33 3 March 2004
 
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 on offline sales.
>
>Excerpt below, link to full article:
>http://www.imediaconnection.com/content/2892.asp

Great article and thanks for posting the pointer.
One fly in the ointment, however.

Derek Hewitt writes:

So, in sum:

+ Get your databases working together
+ Ask your retailers to cooperate
+ Link POS and Online: Use "As Seen on the Internet" as a benefit
+ Continually give reasons for consumers to come back online
+ Use pure online promotion plays to determine ROI effect.

One at a time then ...

+ Get your databases working together

A huge undertaking except for those companies larger than 100 people and smaller than 10,000.

+ Ask your retailers to cooperate

You'll have to provide some sort of motivation (dosh) or they will not, uhm, be motivated.

+ Link POS and Online: Use "As Seen on the Internet" as a benefit

Again, this requires the retailer to play ball. Even if you own the distribution chain, getting floor managers to place the POS placards and the clerks to take names...

+ Continually give reasons for consumers to come back online

Good, classical marketing that. Well done.

+ Use pure online promotion plays to determine ROI effect.

Not sure what this means aside from - as a comparison.

Don't get me wrong - I'm in agreement with the author. It's just as never as easy as it sounds.
 
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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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