How to Measure Digital Marketing Impacts on Physical Retail Sales

Digital advertising spend continues to grow, in part because marketers can more easily measure its impacts. Web analytics tools allow marketers to track an ad’s click through to e-commerce sales- all to prove ROI based on “last click” attribution. But when it comes to understanding how that same ad contributes to sales in physical retail stores, the measurement picture is unclear. Yet, for most retailers the vast majority of their revenue still comes from in-store sales. Because of this, it isn’
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