garyp
08-07-2004, 02:10 PM
Closing the Online/Offline Gap
Clickz
http://www.clickz.com/experts/brand/buzz/article.php/3391581
Determining the offline impact of marketing dollars spent online has always been something of a holy grail of metrics achievement. After all, you can easily measure post-click behavior all the way to the sale, but who's buying toothpaste online? (I do, but I am told I am an anomaly.)
When my colleague on the research side of our business, Gary Stein, looked at the state of the art of such measurement methods, his conclusion was fairly glum. A third of all advertisers want their online ad spending to influence offline sales, but "most measure this impact inefficiently and inaccurately."
Great strides have recently been made in this area, and the further integration -- and increasing importance -- of online in the media mix will only serve to push such measurement strategies forward.
Clickz
http://www.clickz.com/experts/brand/buzz/article.php/3391581
Determining the offline impact of marketing dollars spent online has always been something of a holy grail of metrics achievement. After all, you can easily measure post-click behavior all the way to the sale, but who's buying toothpaste online? (I do, but I am told I am an anomaly.)
When my colleague on the research side of our business, Gary Stein, looked at the state of the art of such measurement methods, his conclusion was fairly glum. A third of all advertisers want their online ad spending to influence offline sales, but "most measure this impact inefficiently and inaccurately."
Great strides have recently been made in this area, and the further integration -- and increasing importance -- of online in the media mix will only serve to push such measurement strategies forward.