FEATURE BRIEF | Google Attribution 360

Google Attribution 360 Offline Connector Reveal how digital marketing drives offline sales

“While more and more dollars are being spent on online campaigns, most purchases still happen offline. Any business that allows consumers to place orders via telephone, catalog, or in store is going to have offline data. That data becomes extremely valuable when brought online and fed into a powerful attribution platform like Google Attribution 360.”

While consumers certainly research products online, a majority of purchases still occur offline. Forrester Research, Inc., Yahoo!, and comScore all report that 92% of purchases occurred offline following online consumer activity.1 Measuring online conversions only can short-change the value of digital marketing. Google Attribution 360, part of the Google Analytics 360 Suite, bridges the gap by ID16_Offline_Attribution_Feature connecting online marketing and offline conversion data. Matching online touch points with offline conversions reveals the full impact of digital marketing, whether consumers convert online, by phone, or in a brick-and-mortar store.

—Auren Hoffman Former CEO, LiveRamp

Purchases Following Online Research 100%

75%

50%

25%

0% Online

Offline

More powerful reach Attribution 360 allows 1 you to measure digital and tactics—down to 2 marketing channels 3 4 creatives, keywords, targeting and more. With a powerful offline connector, Attribution 360 enables the same, granular analysis of offline activities. Capturing offline conversions used to mean estimating from small samples, or panelbased data. Attribution 360 uses actualMatch transaction data so every Processing offline action is and Analysis Collect Transactions and Onboard Attribution Reporting

1

Fichardt, Chad. “How to build real trust with your ecommerce customers.” Media Update. 9 April 2015. Web. 29 January 2016.

50%

FEATURE BRIEF | Google Attribution 360 25%

0% included in attribution analysis. You can see how online actions influence offline Online Offline behaviors, and vice-versa.

How it works 1

Collect Transactions

2

Match and Onboard

3

Attribution Processing

4

Reporting and Analysis

The Attribution 360 offline connector reveals the impact of any online marketing channel—display, search, affiliate, email, social, and more—on offline purchases. It also reveals how offline marketing investments influence both online and offline purchases. To do it, Attribution 360 integrates with third-party data onboarding partners: 1. Collect Transactions: Marketer captures in-store, branch, dealer, call-center, or kiosk conversions and sends data to a third-party data onboarding partner. 2. Match and Onboard: Data partners perform matching and onboarding of offline data. 3. Attribution Processing: Onboarded transactions are modelled like digital conversions and attributed to marketing events such as impressions and clicks. 4. Reporting and Analysis: Attribution 360 integrates offline data into attribution reporting. At Google, we are keenly aware of the trust you place in us and our responsibility to keep your privacy and data secure. As part of this responsibility, we let you know what information we collect when you use our products and services, why we collect it, and how we use it to improve your experience. The Google privacy policy and principles and your agreement with us describes how we treat personal information when you use Google’s products and services, including Attribution 360.

About the Google Analytics 360 Suite The Google Analytics 360 Suite offers powerful and integrated analytics solutions for today’s biggest enterprises. Measure and improve the impact of your marketing across every screen, channel and moment in today’s customer journey. It’s easy to use, and makes data accessible for everyone so the “aha” moments are simple to discover and share. Move from insight to impact faster with the Analytics 360 Suite. For more information, visit g.co/360suite © 2016 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. GANL-CS-1401

Google Attribution 360 Offline Connector - Services

Google Attribution 360, part of the Google Analytics 360 Suite, bridges the gap by connecting online marketing and offline conversion data. Matching online touch points with offline conversions reveals the full impact of digital marketing, whether consumers convert online, by phone, or in a brick-and-mortar store. Purchases ...
Download PDF
172KB Sizes 7 Downloads 341 Views
Report

Recommend Documents

Google Attribution 360 Direct Mail Connector - Services
in today's complex customer journey—including offline channels like direct mail—so you can see real ... Attribution 360 integrates direct mail information just like a digital channel so you can see what's ... Google and the Google logo are tradem
Google Attribution 360 Programmatic Connector - Services
Operating in a data silo offers a distorted view of marketing performance and leaves cross-channel impacts unexamined ... Map and Process: Tag data is joined with event data to add cost and context to each event, and is then ... Don't let your use of
Adometry Offline Conversion Connector Services
Cookie Sync: We continuously sync with the partner on the back-end to map unique cookie IDs to Adometry's data set. 4. Marketing Event Mapping: The secure, ...
Google Attribution 360 Data Collection Options - Services
Using ad server log files. Attribution 360 can accept raw data events captured within common ad servers such as DoubleClick Campaign Manager or Atlas. Feeds are captured as sets of daily “log files” according to a schema and transfer method suite
Google Attribution 360 insights boost new and repeat ... - Services
As the business scaled—hosting. 20 to 30 new sales events and adding up to 2,000 new images daily— so did the brand's marketing needs. To stay ahead in the fast-paced online retail industry, ideeli needed a better way to measure marketing effecti
Google Attribution 360 uncovers new opportunities to drive ... - Services
Lenovo's dedication to excellence motivated the company to embrace new best practices in marketing measurement. Data-driven attribution helped Lenovo identify new opportunities for growth within the ultra- competitive consumer electronics market. Eve
Google Attribution 360 uncovers new opportunities ... services
A more holistic view of the customer journey will help Lenovo optimize cross-channel investments and drive sales. • Branded display delivers. Traditionally ...
Google Attribution 360 helps automotive brand drive ... - Services
Data allows the agency to confidently recommend better, more efficient, and more sophisticated planning and targeting strategies. About. • Carat is a leading ... 2. Display type matters. Some display types deliver more lift in lower-funnel search t
Google Attribution 360 Data Collection Options Services
Google Attribution 360 Data Collection Options. Choose log files or tagging to inform attribution analysis. Google Attribution 360, part of the Google Analytics 360 Suite, makes it easy to collect the data you need to gain attribution ... This is pos
Google Attribution 360 incorporates external data to ... Services
Accounting for these impacts can offer optimization recommendations. Consider a tax software company that spends hundreds of millions on reaching consumers each year. ... The Google Analytics 360 Suite offers powerful and integrated analytics solutio
Google Attribution 360 helps Open Colleges see ... Services
in a data-driven and lead-driven culture they were finding it harder and harder to ... “We ran brand health surveys to understand the likeability of our TV messages. We even tried to manually align our TV spot data with our brand search data. But i
Google Attribution 360 incorporates external data to ... Services
understand whether their strategy is sound, and whether their efforts are increasing ... It's easy to use, and makes data accessible for everyone so the “aha”.
Google Attribution 360 lets Erwin Penland see holistic ... - Services
Monitoring page location and user-level visibility to avoid wasted placements. 2. Move ad dollars to placements with the best ability to ... The Google Analytics 360 Suite offers powerful and integrated analytics solutions for today's biggest enterpr
Google Attribution 360 reveals actionable, cross-channel ... - Services
needed a better way to evaluate performance and allocate spending across their ... get both a big picture view of marketing performance and insights ... were going to lose it … This [analysis] gave me data and real evidence that display does more t
Attribution Playbook Services
of your online marketing campaign – including paid and organic search, email, affiliate marketing, display ads, .... Ensure that you have Goals or Ecommerce tracking set up in Google. Analytics, and check that these .... saw that neither model was
Optimize 360 services
to set up and deploy an experiment quickly and effectively. Analytics 360 already measures important site actions like sales, content downloads, and video views ...
Surveys 360 services
new strategy — run premium product campaigns after payday and discount product campaigns leading up to it. PRODUCT OVERVIEW. About Google Marketing ...
Adometry TV Attribution services
advertising alone accounts for nearly 40% of marketing investments globally. ... down to the minute — interpret and determine the relationship between ...
Connect online and offline insights services
Analytics 360 is built to connect the dots. It lets you link your online and offline information so that you can see not only the online impact of your digital marketing ...
Display & Video 360 Services
the needs of your business and your customers. Learn more at g.co/marketingplatform. © 2018 Google LLC. All rights reserved. Google and the Google logo are ...
Search Ads 360 Services
Search Ads 360 gives you the workflow tools, robust reporting, and ... is a unified advertising and analytics platform that helps enterprise marketers make better.
Tag Manager 360 services
remarketing tags. Even more time is lost if teams have to worry about the ... Customization features allow you to adapt Tag Manager 360 to suit your exact needs.