Goals

A major challenge for many marketers is determining what impact online advertising has on brick and mortar sales, particularly retailers who do a large majority of sales in-store.

Approach

Apply statistical modeling techniques to data from in-store sales and online ad exposure to estimate the impact of online ad frequency on in-store transactions.

Results/Answers

• Better understand impact of your online ads on in-store purchase behavior
• Measure whether you are above or below the optimal frequency for driving offline sales
• Further understand the incremental impact of online ad spend on in-store sales and ROAS
• Understand how to better attribute the full value to digital advertising
• Have a model with which you can interpret future campaign results to drive in-store sales
• Take action to positively impact sales based on your results
• Take action to increase your ability to measure offline sales impact in future ad campaigns