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Tracking Online Impact of Offline Campaigns

Unit 15 Assignment: Chapter12

Robert Schlumper

on 21 April 2012

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Transcript of Tracking Online Impact of Offline Campaigns

Tracking Online Impact of Offline Marketing Campaigns Conclusion Thank you for your attention! Online Surveys Tip of the Iceberg Great starting point to understand how our offline marketing impacts our online prescence! Billions of dollars are spent on online marketing Using redirects by adding unique URL in particular television or print ad

Offline campaign includes unique coupon or tracking codes. Example:
Online & Offline Analysis Vanity URLS Unique Redeemable Coupons and Offer Codes Many more billions are spent on TV, magazines, radio, billboards.
How do we measure the impact of offline advertising and marketing efforts on our website? Tracked with web analytics tools
Conversion rate from campaign is measured Bounce rate, days to convert, and other userful metrics captured Used in multiple media channels: Television, print ad, etc
Time consuming but pays off in the end Market Research Controlled Experiments More ways to capture online impact...Stay tuned! Will take coordination with offline print advertising team
Need to get started coordinating with marketing print and television advertising groups
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