http://staging.blog.biakelsey.com/index.php/2015/05/28/local-advertising-its-all-about-full-funnel-attribution/ LOCAL MEDIA WATCH. The Nexus of All Things Local Mon, 01 Jun 2015 22:23:47 +0000 hourly 1 https://wordpress.org/?v=4.2.39 http://staging.blog.biakelsey.com/index.php/2015/05/28/local-advertising-its-all-about-full-funnel-attribution/comment-page-1/#comment-2918745 Sat, 30 May 2015 09:55:31 +0000 http://blog.biakelsey.com/?p=34765#comment-2918745 Microsoft wasn’t the only one at ad:tech talking about online-to-offline (in-store) sales attribution. Retailigence won the CPG Spotlight competition (judged by Clorox), for a pitch around true online-to-offline SKU sales attribution with a GUARANTEE that if Clorox did not see a specific in-store sales lift, that the CEO (for open disclosure, me! ; ) would take money out of his own pocket to pay the client the difference! Retailigence believes that for the foreseeable future, it is going to be impossible to measure every shopper one-by-one and so looking at the aggregate of sales lift by SKU by store (to see all incremental sales regardless of who), versus control stores is the way to go. Big CPG and consumer electronics brands seem to agree and are jumping into this methodology. Results can be as much as 20% lift in sales, or as much as 500% ROI. The measurement can be added to any online media or campaign, on any publisher, from any Ad-Tech vendor.

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