Changes in customer shopping habits have forced many retail marketing executives to re-evaluate the way they promote their brands, both online and offline. Shifts in customer behaviors and preferences, combined with the data available through online promotions and shopping, leaves a hole in the data available to marketers on what is actually successful in driving business to a brick and mortar location. What they do know if that shopping preferences are moving toward increased convenience and personalized service.1 Linking the on and offline experience has become essential for survival.
In order to understand how purchase decisions are made, retailers must integrate their online and offline data, which is no small feat. Relevant data is not always easy to find or access, and often requires sifting through an enormous amount of information to get to the “good” stuff.
Fortunately, there is a solution: real time purchase data attribution, a technique that uses data a retailer already has access to, to determine which ads, promotions and campaigns have the greatest impact. This method allows you to account for conversions based on the consumer purchase funnel, following through to purchase.
In our new white paper, we explore how retailers can better utilize data attribution and the benefits it can bring to their business.