A few weeks ago, I hosted an Adweek webinar on “What Offline Measurement Says About Digital Performance”, with Jay Goebel, Senior Director at Oracle Data Cloud, and J.P. Beauchamp, SVP, Media Center of Excellence at IRI. We received many excellent questions about how offline measurement works that we didn’t have time to address live, so we’ve provided answers to a few of the most commonly asked questions. If you missed the live webinar, click here to replay it on demand.
Q: What types of offline data can I incorporate into my digital campaigns, and how fast am I able to make it actionable?
There are a number of offline data points that can be incorporated. It all depends on which data partners you’re integrated with and what you’re looking to measure against. While some offline data partners like IRI and Oracle track in-store sales data, others focus on in-store foot traffic. So, depending on the goals of your campaign, you can select the data partner that best aligns with your brand’s KPIs.
For clients running ads through The Trade Desk, offline conversions – whether in-store sales or foot traffic – can flow directly into your results dashboard. This allows you to measure the performance of your digital campaigns against real-world metrics. Depending on the results, this view also empowers you to make digital campaign adjustments and optimizations in real time to improve in-store performance and drive sales.
- J.P. Beauchamp, IRI
Q: What are the top-three best practices for real-time offline measurement?
(1) Align your offline measurement metrics with your campaign objective and your targeting approach. Look to the big-picture metrics to drive overarching business KPIs instead of focusing on digital proxy metrics like click-through rates and viewability.
(2) Don’t be too quick to adjust campaign parameters for real-time measurements. Before making any changes or optimizations, confirm that the reach and frequency metrics meet expectations. It’s also important to keep in mind that transaction data can lag and restatements can occur, so be sure to validate initial reads with subsequent reports before shifting dollars.
(3) Design your campaign with cause and effect measurements built in. Seeing some lift or an increased uptake associated with the campaign doesn’t necessarily imply causation. Use sound A/B testing and control approaches to ensure you optimize only on the factors that really drive success.
-Jay Goebel, Oracle Data Cloud
Q: What does success look like within offline measurement, and how can I use offline measurement results to help plan future digital campaigns?
Success will be defined differently based on the objectives of each individual campaign. A couple of common measures of success include return on ad spend (ROAS) and incremental sales lift. Reason being, most marketers want to drive either a positive return on digital investment or bring new customers to their brand – preferably those with a higher lifetime value that will continue to buy from the brand after the first purchase.
Depending on your measurement partner, you can also incorporate more specific metrics to help you understand the value of certain audiences, creative types, media placements, or demographic groups. This allows you to gauge which top-performing elements you should optimize toward for future campaigns. Another key metric to consider, particularly when it comes to the customer experience, is frequency. Some vendors provide a frequency analysis report to give insight into the impact of your select frequency, allowing you to fine tune your strategy for future campaigns.
-J.P. Beauchamp, IRI
-Jay Goebel, Oracle Data Cloud
Q: Does offline measurement make more sense for certain verticals over others?
Incorporating offline measurement into your digital campaigns is easy, as long you’re working with a buying platform that has fully integrated measurement capabilities from a variety of partners. As far as verticals go, it really depends on what metrics you’re looking to track. See below for a few examples:
- Location-based and spend measurements: retailers, restaurants, automotive
- SKU, brand, and category measurement: consumer packaged goods companies (CPGs)
- Call tag/call track measurement: insurance, telcos, cable/satellite
-David Danziger, The Trade Desk
To get started with offline measurement, reach out to representatives from your media buying platform or email us at firstname.lastname@example.org.