As illustrated, measuring web sales driven by offline marketing requires associating a unique URL extension to each program, and setting up an interactive ad service, (which is most likely in place), to track page views, clicks, and orders. Web sales and response data is then automatically linked with other sales, and response data, and to the marketing plan to provide comprehensive insight into the performance of marketing programs, creative, offers, vendors, lists, and vehicles.
To implement tracking offline marketing to online web metrics and sales, following these simple steps.
1. Create Tracking URLS
In addition to an 800#, create or select a tracking tag and url extension in your media plan
2. Implement Tracking URLS
Coordinate with your web team and ad server vendor to implement tracking tags and url extensions
3. Track Consumer Action
When a consumer types in a trackable url - page views, clicks and orders are measure
4. Evaluate Results
Report call center and online sales driven by offline media at granular levels across your organization via UQube (Commercial)
Why implement offline to online tracking?
By implementing offline to online tracking, you will be able to track web metrics (listed below) and most importantly, attribute legitimate sales that will help drive down cost per sale. potentially tilting some programs into an acceptable cost per sale range.
| Web Metrics by: |
Program |
Creative |
Offer |
Vendor |
DM List |
Vehicle |
| Page Views |
•
|
•
|
•
|
•
|
•
|
•
|
| Clicks |
•
|
•
|
•
|
•
|
•
|
•
|
| Web Sales |
•
|
•
|
•
|
•
|
•
|
•
|
| Cost Per Sale |
•
|
•
|
•
|
•
|
•
|
•
|
| Response Rate |
•
|
•
|
•
|
•
|
•
|
•
|
| Click-Through Rate |
•
|
•
|
•
|
•
|
•
|
•
|
For a download (PDF) version of this blog, visit the member area.
Figurines are The Cubes, a product of Accoutrements