$7M Lift in Sales
Knowing Offline Impact Enabled Effective Campaign Optimization
On the chopping block: Conversion of visitors driven by campaigns was low (only 0.8%) – executives were frustrated and considering shifting spend to other channels.
Drive online & offline sales
Instead of cutting the online campaign budget, the client decided to increase it.
Instead of cutting Campaigns A & B, the client increased spending on each (and held Campaign C steady).
Sales lift of $7M
How often does an online campaign perform better at driving online than offline sales?
It really depends on the type of campaign and client. One pattern we often see is that campaigns focused on impulse purchases typically do well for online purchase (and not so well for offline).