offline marketing

11 ways to track online to offline conversions (and vice versa)

Marketers can feel pressured, by blogs like this, into believing they are lagging in the race to master omnichannel attribution.

In the real world, what marketers need are discrete ways to track discrete actions. That’s why I thought a roundup of some methods of tracking online to offline conversions (and back again) might be useful.

Please add your own two cents in the comments.

How 18 retailers in Central London are integrating digital in-store

Ah, Oxford Street, you are known by so many names…

To some, you are the shopping capital of the UK, to others, a realisation of hell on Earth. 

This is particularly true for those of us whose morning commute takes them directly through the centre of Europe’s busiest shopping street. Here all the biggest high street brands rub shoulders next to endlessly ‘closing down’ souvenir shops and all-you-can-eat Chinese buffets 

For us here at Econsultancy, it is technically a second home, and therefore we can’t help but treat it as an ever-changing example of a digitally transforming retail industry.

Three key trends from our Marketing Attribution Briefing: Digital Cream 2015

For any company to truly make any kind of informed decision for future strategy, it needs to understand the value of everything it does online.

There are multiple ways a customer can find your ecommerce site: organic results on a search engine, a PPC campaign, a link on Twitter, a retargeted display ad on another website… Customer journeys are increasing in their non-linear passage. 

What is experiential marketing and why do you need it?

Just when you think you’ve gotten to grips with every new phrase or buzzword in the world of digital marketing, another comes along to make you go “uhhhhhh…?”

During my first year at Econsultancy I’ve been making a point of writing beginner’s guides to any new terms or phrases I find particularly baffling, or that I might suspect other people may find baffling too. 

Today I’ll be looking at experiential marketing. A phrase I have repeatedly spell-checked more than any other. But first, some clarification is needed…