In the very frequent case in which a B2C or B2B e-commerce sells its products not exclusively online and not exclusively through a direct channel, it becomes difficult to correctly attribute the sales generated by an online campaign. In most cases, in fact, a user who is attracted by an online advertisement could, after browsing the site, decide to complete the purchase offline or through other channels.
Monitoring how much of your offline sales is attributable to investments made online is therefore essential to be able to correctly distribute your future investments and give the right weight, within a homemic strategy, to your website.
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Let's establish two macro distinctions that will allow us to understand how, thanks to tools capable of monitoring multiple channels, this attribution of the right role of internet advertising is actually possible.
Direct sales
Indirect sales
Direct Sales
In the case of direct sales – through company-owned or franchised stores – the ability to track sales of online users who, while browsing the site, purchase in-store must necessarily satisfy three steps:
recognize the user while visiting our website
recognize the user inside the store
connect the two pieces of information thanks to a technology that allows you to reconcile data from different sources
In the first case, it will be essential that the anonymous user has been converted into a lead signed up to a newsletter , a loyalty program or any other system that allows us to re-engage him/her later.
Once a purchase has been made within the point of sale, it will be possible to track it and trace the purchase back to the individual user , thus being able to understand if it belonged to a segment of users coming from a specific campaign and how much this therefore played an effective role in the conversion funnel.
The challenge in this case is list of argentina consumer email undoubtedly the integration of online and point of sale systems that must be able to communicate with each other.
Indirect Sales
Probably the most widespread case of distribution is represented by sales through non-proprietary distribution channels, just think of consumer goods in large-scale distribution or the immensity of the catalogue handled by Amazon.
In this case, tracking, apparently impossible, only requires greater marketing creativity and the support of adequate technologies .
The role of marketing is fundamental to understand how and in what way to convince the user to also track the purchase made in online and physical distribution chains.
This tracking can only occur through an explicit action by the consumer and it will therefore be necessary to develop an incentive that encourages users to register online the purchase made elsewhere.
Some examples of incentives that encourage the user to register the purchase can be:
