MEDIAACCOUNTABILITY:EVALUATING OFFLINEINITIATIVES WITH DIGITAL TOOLS
2WHY READ THIS DECK?Measuring performance and online impact of offline + traditional marketing initiatives canbe difficult. ...
3YOUR OBJECTIVEGOAL: Use digital tools to attribute online conversions tooffline + traditional media initiatives.IMPORTANCE...
4#1 IMPLEMENT VANITY URLsWE RECOMMEND: Implement a vanity URL that is customizedfor your brand’s initiatives and easy for ...
5#2 USE UNIQUE COUPON CODESWE RECOMMEND: Create unique coupon or promotioncodes for specific traditional mediums (newspaper...
6#3 DO YOUR RESEARCHWE RECOMMEND: Site intercept or exit surveys are a greatway to learn how offline mediums are leading to...
7#4 FIND THE CORRELATIONSWE RECOMMEND: Offline media stimuli like radio or TV adscan prompt an increase in website traffic a...
8#5 USE CONTROLLED EXPERIMENTSWE RECOMMEND: Designate two geographic locations (orotherwise easily-identifiable target grou...
9LIKE WHAT YOU SEE? WANT TO SEE MORE?Visit our sponsors at Levelwing.comAt Levelwing, we specialize in interpreting data a...
Upcoming SlideShare
Loading in …5
×

Media Accountability: Evaluating Offline Initiatives with Digital Tools

473 views

Published on

This presentation gives an overview of five ways you can immediately begin evaluating your traditional + offline initiatives through digital tools. Learn more about Levelwing's digital media measurement and tools: http://ow.ly/fgo8f

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
473
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Media Accountability: Evaluating Offline Initiatives with Digital Tools

  1. 1. MEDIAACCOUNTABILITY:EVALUATING OFFLINEINITIATIVES WITH DIGITAL TOOLS
  2. 2. 2WHY READ THIS DECK?Measuring performance and online impact of offline + traditional marketing initiatives canbe difficult. But even without a full attribution model in place, marketers can account forthe influence of offline marketing in their online conversion data, thus providing clarity.And by doing so, marketers can OPTIMIZE OVERALL MEDIA BUDGET ALLOCATION.
  3. 3. 3YOUR OBJECTIVEGOAL: Use digital tools to attribute online conversions tooffline + traditional media initiatives.IMPORTANCE: Better assess marketing budget allocationand get a firmer understanding of online customersegments.
  4. 4. 4#1 IMPLEMENT VANITY URLsWE RECOMMEND: Implement a vanity URL that is customizedfor your brand’s initiatives and easy for your customer toremember. These can redirect to a URL with tracking code,thus attributing actions to specific campaigns. Here is anexample:NOTE: These can be implemented across many initiatives—from magazines, to radio ads to direct mail. The morememorable URL, the better.
  5. 5. 5#2 USE UNIQUE COUPON CODESWE RECOMMEND: Create unique coupon or promotioncodes for specific traditional mediums (newspaper,magazine, direct mail). Codes are used by a consumer atthe point of purchase and can be useful for attributing thesale to a specific marketing initiative.NOTE: QR codes and sound-based identificationapplications like Shazam also create a unique way to getconsumers online from offline media. Scanning a QR codefrom a print ad or using a sound-based ID app to drive to alanding page is an even more seamless way for yourconsumers to reach your online channel through offlinemeans.
  6. 6. 6#3 DO YOUR RESEARCHWE RECOMMEND: Site intercept or exit surveys are a greatway to learn how offline mediums are leading to online visits.Examples of questions that could be useful:Which source did you use to find our site today?How likely are you to make a purchase, refer a friend orcomplete x or y action?NOTE: This usually only captures a small percentage of yourcustomer base since many people opt out. Offering anincentive for completing the survey could drive increasedengagement to give you a higher volume of results.
  7. 7. 7#4 FIND THE CORRELATIONSWE RECOMMEND: Offline media stimuli like radio or TV adscan prompt an increase in website traffic and behavior.Overlaying a holistic media plan with site activity canilluminate trends in this relationship.NOTE: Overlaying your media plan can give you insight intodifferent opportunities and relationships to explore further asyou dive deeper into data analysis but are not meant toascribe causation.
  8. 8. 8#5 USE CONTROLLED EXPERIMENTSWE RECOMMEND: Designate two geographic locations (orotherwise easily-identifiable target groups) and expose oneto traditional media while the other is not exposed andremains a control group. Using site analytics, filter whichtraffic and conversions came from the two groups andcompare.NOTE: This is a simple scientific experiment that can give youa good idea of statistically valid differences between thoseconsumers exposed to media and those who are not.
  9. 9. 9LIKE WHAT YOU SEE? WANT TO SEE MORE?Visit our sponsors at Levelwing.comAt Levelwing, we specialize in interpreting data and providing you with applications (and not justgraphs) that can impact your MARKETING, MERCHANDISING, INVENTORY or even TALENTRECRUITMENT. We help companies utilize data to OPERATE WITH GREATER CLARITY +PROFITABILITY.Bottom line, we move your business forward by helping you make sense of your data so thatyou can ACHIEVE WHAT COULD BE.For additional information, please contact:STEVE PARKER, JR.Co-Founder & Managing Partnersteve@levelwing.com1 + 843.631.4587

×