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

1. MEDIA
ACCOUNTABILITY:
EVALUATING OFFLINE
INITIATIVES WITH DIGITAL TOOLS

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WHY READ THIS DECK?
Measuring performance and online impact of offline + traditional marketing initiatives can
be difficult. But even without a full attribution model in place, marketers can account for
the influence of offline marketing in their online conversion data, thus providing clarity.
And by doing so, marketers can OPTIMIZE OVERALL MEDIA BUDGET ALLOCATION.

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YOUR OBJECTIVE
GOAL: Use digital tools to attribute online conversions to
offline + traditional media initiatives.
IMPORTANCE: Better assess marketing budget allocation
and get a firmer understanding of online customer
segments.

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#1 IMPLEMENT VANITY URLs
WE RECOMMEND: Implement a vanity URL that is customized
for your brand’s initiatives and easy for your customer to
remember. These can redirect to a URL with tracking code,
thus attributing actions to specific campaigns. Here is an
example:
NOTE: These can be implemented across many initiatives—
from magazines, to radio ads to direct mail. The more
memorable URL, the better.

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#2 USE UNIQUE COUPON CODES
WE RECOMMEND: Create unique coupon or promotion
codes for specific traditional mediums (newspaper,
magazine, direct mail). Codes are used by a consumer at
the point of purchase and can be useful for attributing the
sale to a specific marketing initiative.
NOTE: QR codes and sound-based identification
applications like Shazam also create a unique way to get
consumers online from offline media. Scanning a QR code
from a print ad or using a sound-based ID app to drive to a
landing page is an even more seamless way for your
consumers to reach your online channel through offline
means.

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#3 DO YOUR RESEARCH
WE RECOMMEND: Site intercept or exit surveys are a great
way 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 or
complete x or y action?
NOTE: This usually only captures a small percentage of your
customer base since many people opt out. Offering an
incentive for completing the survey could drive increased
engagement to give you a higher volume of results.

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#4 FIND THE CORRELATIONS
WE RECOMMEND: Offline media stimuli like radio or TV ads
can prompt an increase in website traffic and behavior.
Overlaying a holistic media plan with site activity can
illuminate trends in this relationship.
NOTE: Overlaying your media plan can give you insight into
different opportunities and relationships to explore further as
you dive deeper into data analysis but are not meant to
ascribe causation.

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#5 USE CONTROLLED EXPERIMENTS
WE RECOMMEND: Designate two geographic locations (or
otherwise easily-identifiable target groups) and expose one
to traditional media while the other is not exposed and
remains a control group. Using site analytics, filter which
traffic and conversions came from the two groups and
compare.
NOTE: This is a simple scientific experiment that can give you
a good idea of statistically valid differences between those
consumers exposed to media and those who are not.

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LIKE WHAT YOU SEE? WANT TO SEE MORE?
Visit our sponsors at Levelwing.com
At Levelwing, we specialize in interpreting data and providing you with applications (and not just
graphs) that can impact your MARKETING, MERCHANDISING, INVENTORY or even TALENT
RECRUITMENT. 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 that
you can ACHIEVE WHAT COULD BE.
For additional information, please contact:
STEVE PARKER, JR.
Co-Founder & Managing Partner
steve@levelwing.com
1 + 843.631.4587