Increase the bottom line with offline attribution metrics
Offline attribution has always been a measurement challenge. We use the example of a company we work with; StudyPoint, founded in Boston in 1999, deliver consistent and reliable academic and test prep results to families alongside individualized needs assessments and online homework tools. By ‘offline attribution’ we mean the measurement of an important event that takes place offline. For clarity: this as opposed to online events which are relatively simple to measure: ad clicks and campaign clicks are easy to collect through utm tagging. Other examples of online touchpoints which can be measured are: contact forms and sign-up or login events, downloads, webinars, podcasts, and app visits. The most common examples of outreach which are difficult to measure are telephone calls, billboards, radio magazine and newspaper advertisements, and direct conversations at conferences and events. It is important to know how these types of outreach perform because knowing what is effective determines budget spend. Without insights, there is guesswork involved. The problem is that, if at any point in the workflow, an offline activity takes place, this disrupts the entire measurement flow. Specifically the ability to attribute success (conversion) to a channel (source and medium). Another example is knowing which materials are converting visitors prospects or leads. Read about conversion and ROI here. The goal in attribution is to measure which marketing efforts are having the best effect. This information tells you how to allocate your Marketing spend. For this article, we have chosen an example of a company for whom we designed a workflow that takes offline attribution into account and delivers a KPI-metric that can be measured. Please get in touch with us if you would like to learn how we can solve this problem for you. Our case study involves a company that provides tutoring for children. StudyPoint is in the business of helping kids achieve their academic goals through personalized, one-on-one tutoring programs. In this case one type of client (the parents) make arrangements for children (end-users). So there is immediately some complexity as there are a minimum of four parties involved (StudyPoint team, parents, students, tutors). Because it’s a high ticket offer and the parent/ caregivers want to know who is tutoring their child, one or more phone calls take place. In terms of conversion, during the phone call the payment details are arranged. Once the offline event, i.e. the phone call, has taken place, the measurement of touchpoints can resume. Solution: we designed and deployed a seamless workflow to capture all activities and generate automated reporting.
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