Connect Digital Ad Spend to Offline Sales in Context

Marketers need to understand the offline sales impact of their digital marketing efforts in order to truly understand their investment in the medium.

comScore AdEffx Offline Sales Lift™ provides a multi-dimensional view of the effectiveness of online marketing on offline buying. By matching time-aligned data from the comScore panel with third-party databases—including scanner data, loyalty card programs, registration lists, customer files and e-commerce databases—Offline Sales Lift provides a clear picture of the total impact of online advertising. Using these insights, marketers are able to make informed, tactical adjustments to future campaigns, reduce or reallocate budgets and scale the best performing components of their programs to maximize impact.

Highlights

• Measure sales at retail. No longer are you confined to only measuring online sales. You can also see how your online ad spend affected in-store sales.
• Relevant across many industries. The insights gained through Offline Sales Lift are important to marketers across a variety of industries, including Retail, Pharmaceutical, CPG, Auto and Financial Services.
• Based on people data, not just cookies. Unlike other offline sales measurement techniques, this solution calculates lift for real people, using the robust comScore panel.
• Utilize the best sources for your sales data. comScore utilizes multiple data sources for
  sale lift measurement, including scanning panels such as IRI, loyalty card tracking programs such as dunnhumby, registration databases such as Polk, individual marketer CRM database matches and panel-based credit-card statement data.
• Understand why sales increased. Metrics included in each report go beyond just sales lift in offline sales to include analysis of reach of purchasers, frequency of purchase, volume in units and dollars as well as insights into the impact of ad placements and creative (adequate sample size permitting).
• Understand why all success metrics work in driving sales. Because Offline Sales Lift is part of the AdEffx suite, clients who measure offline sales lift can also concurrently measure brand and behavioral impacts. When multiple metrics are measured on one campaign, key drivers of offline sales can be determined, such as identifying if increasing brand favorability by 20% will impact the volume of new sales purchasers.

Benefits

Advertisers and Agencies:

• Provide true ROI measures that demonstrate how online advertising impacts offline sales
• Ensure media partners are accountable for generating real sales
• Offer studies in a variety of client industries and campaign set-ups
• Measure people’s actual buying behaviors, instead of relying on cookie-based measurement
• Because AdEffx measures all forms of ad effectiveness, marketers can build normative results to demonstrate the relationship between offline sales and other online advertising success metrics. These correlations can provide interim goals for campaigns where offline sales measurement isn’t possible.

Publishers and Ad Networks:

• Don’t be limited to online only credit for your contributions to sales
• Differentiate your offering from competing sellers with evidence of your ability to move actual retail sales
• Measure people’s real buying behaviors, not just cookies
• Conduct studies in a variety of client industries

Because AdEffx measures all forms of ad effectiveness, sellers can build normative results to demonstrate the relationship between offline sales and other online advertising success metrics. These correlations can provide interim goals for campaigns where offline sales measurement isn’t

To learn more about comScore Offline Sales Lift, please contact us today.