Advertisers continue to look for the best ways to measure the impact of their advertising campaigns on sales. Without an accurate picture of the full customer journey and every touchpoint to conversion, they fall short of achieving the most streamlined campaigns, the most appropriately allocated budgets, and the highest possible revenue.
Marin’s Offline Connect gives advertisers the opportunity to upload transaction data into their Marin application, and then tie those users back to an online event that took place on the advertiser’s website. By connecting offline behavior such as in-store purchases, to online behavior like booking an appointment, advertisers can better understand the resulting uplift from ad exposure.
Why Is Connecting the Data Dots a Big Deal?
Brand marketers need effective tools that tie digital ad spending to in-store foot traffic and purchases. The reality is that a big percentage of purchases are still made offline, and both the digital and non-digital are important for today’s consumer.
By having a holistic view into high-ROI marketing activities, advertisers have the opportunity to more effectively allocate marketing budget to the appropriate channels—a big piece of the puzzle when it comes to effective cross-channel marketing and engaging with consumers in a targeted, more personalized way.
Also, with the use of third-party data becoming increasingly regulated and unreliable, it’s more important than ever to tap into your goldmine of first-party data. Offline Connect ensures that the data you’re mining—your own—becomes a powerful tool in crafting a solid, “always-on” ad strategy.
How It Works
All businesses have unique event IDs that they assign to individuals once they perform an action on their website, such as booking an appointment or scheduling a demo. As those people complete a transaction in-store, businesses are able to upload their transaction data into Offline Connect.
This triggers a match between that person and the unique event ID that houses his or her information, tying the offline conversion data to the ad clicks that drove the “connecting” online event. The result: a merging of offline behavior to online actions, giving you a more holistic view of attribution.
Offline Connect includes:
- An extended lookback window of two years—great for businesses with longer sales cycles.
- Tracker attribution support (for a variety of attribution models such as first-click, even click, etc.) to more accurately credit all marketing channels in a conversion path.
- “Intraday support,” meaning that transaction data can be uploaded at any time and reflected in a user’s dashboard within the hour. This includes orders that have been cancelled or refunded.
As an open and independent platform, Marin’s goal is to seamlessly connect an advertiser’s business to their marketing efforts. This means closing the loop by tracking what happens after the ad impression or click, including in-store purchases.
Want to learn more? Contact your account representative today, or sign up for a demo if you’re not currently a Marin customer.