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The offline customer journey.

Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013 – a 14.8% annual increase over 2012’s $225.5 billion.

But there’s a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion: As much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only. Targeting isn’t about clicks, it’s about sales, and 92% is a large percentage of missing data!

In this webinar Attribution 360 (formerly Adometry) and LiveRamp discuss how to connect the offline customer journey to online marketing analytics and measurement.

Topics include:

  • The process for creating the link between online and offline customer journey
  • Using data-driven attribution to measure the impact of online vs offline purchases
  • A case study from a large retailer on how they used attribution to connect offline customer activity with digital marketing campaigns

Webinar

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