Adometry Offline Conversion Connector Measuring Marketing’s Impact on Offline Sales PRODUCT BRIEF

The Adometry offline conversion connector allows you to tie your in-store activities directly to your online marketing for the most accurate view of performance. The evidence is clear: Even when consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Inc., Yahoo!, and comScore all reach the same conclusion, citing as much as 92% of purchases occurred offline following online consumer activity, while most digital marketers target online conversions only. To help marketers bridge this gap, Adometry’s offline conversion connector allows marketers to create the link between online and offline consumer behavior by matching offline purchases to online marketing. Now marketers can see the complete impact of their marketing activities regardless of where your consumers are taking action, on your website or in your brick & mortar store.

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Census-Based, Not Panel-Based Unlike panel data, which uses small samples, the offline conversion connector add-on uses census-based data. Adometry evaluates every single offline action to get the most accurate results for analysis. The Value of Adding Offline Attribution Adometry already gives clients the power to measure the effectiveness of different marketing channels, as well as specific tactics within those channels (creatives, keywords, targeting, etc.) on online behaviors. With the offline conversion connector, clients can perform that same analysis against both online and offline activities, and even evaluate which tactics impact online and offline purchases differently.

How Does It Work? Adometry has integrated its industry leading, attribution platform with data onlining partners such as LiveRamp. These partners provide a bridge between Adometry’s certified tagging system, which collects all client marketing data,and a client’s offline purchase data. In order to capture and analyze offline conversion data, Adometry uses a standardized process:

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Adometry Offline Conversion Connector By linking online and offline consumer behaviors, the offline conversion connector lets marketers perform attribution analysis of online marketing events to offline purchases. Marketers can evaluate the effects of any online marketing channel: display, search, affiliate, email, social, and more, on both online and offline purchases. The offline conversion connector can also be used to connect online activity with offline marketing, giving marketers visibility into how these efforts are working with digital campaigns to influence both online and offline purchases.

1. Collect Transactions: You capture in-store, branch, dealer, call-center or kiosk transaction information (value, email address, postal address, etc.). 2. Send Transaction File: The conversion data is sent directly to one or more of our certified partners who matches the PII information to an anonymous cookie pool. 3. Cookie Sync: We continuously sync with the partner on the back-end to map unique cookie IDs to Adometry’s data set. 4. Marketing Event Mapping: The secure, anonymous mapping file is sent to Adometry and mapped to all marketing events such as impressions and clicks. 5. Attribution Processing: We de-duplicate, process, and integrate audience data sets into your attribution reporting.

Our Commitment to Privacy Adometry takes privacy very seriously, honoring cookie opt-outs and only using anonymous data. The data sharing process used by Adometry and its clients has been designed to protect client and customer privacy. Any data used to connect offline conversions is held anonymously and will never be shared with any third party. Many Fortune 500 financial services, retail, telecom and other companies have already vetted these processes with high standards for privacy and security.

Next Steps To learn more about the Adometry platform, please drop us a line at [email protected] or visit www.adometry.com.

By using Adometry’s offline conversion connector, Adaptive Audience found that $24.3MM in revenue from in-store sales were the result of digital marketing.

About Adometry by Google™ Google Inc. 1-866-512-5425 1-512-852-7100 [email protected] www.adometry.com

Adometry by Google transforms the way the world’s top brands improve marketing performance. Acting as marketing’s “system of record,” Adometry solves the complex challenge of integrating, measuring, and optimizing marketing performance across all channels—both online and offline. Combining and interpreting previously silo’d sources of data; the Adometry platform provides data-driven attribution, modern marketing mix modeling, and intelligent optimization recommendations across and within channels. As a result, marketers are able to identify their true impact on the customer journey and generate actionable insights that improve ROI.

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