FEATURE BRIEF | Google Attribution 360

Google Attribution 360 Offline Connector Reveal how digital marketing drives offline sales

“While more and more dollars are being spent on online campaigns, most purchases still happen offline. Any business that allows consumers to place orders via telephone, catalog, or in store is going to have offline data. That data becomes extremely valuable when brought online and fed into a powerful attribution platform like Google Attribution 360.”

While consumers certainly research products online, a majority of purchases still occur offline. Forrester Research, Inc., Yahoo!, and comScore all report that 92% of purchases occurred offline following online consumer activity.1 Measuring online conversions only can short-change the value of digital marketing. Google Attribution 360, part of the Google Analytics 360 Suite, bridges the gap by ID16_Offline_Attribution_Feature connecting online marketing and offline conversion data. Matching online touch points with offline conversions reveals the full impact of digital marketing, whether consumers convert online, by phone, or in a brick-and-mortar store.

—Auren Hoffman Former CEO, LiveRamp

Purchases Following Online Research 100%

75%

50%

25%

0% Online

Offline

More powerful reach Attribution 360 allows 1 you to measure digital and tactics—down to 2 marketing channels 3 4 creatives, keywords, targeting and more. With a powerful offline connector, Attribution 360 enables the same, granular analysis of offline activities. Capturing offline conversions used to mean estimating from small samples, or panelbased data. Attribution 360 uses actualMatch transaction data so every Processing offline action is and Analysis Collect Transactions and Onboard Attribution Reporting

1

Fichardt, Chad. “How to build real trust with your ecommerce customers.” Media Update. 9 April 2015. Web. 29 January 2016.

50%

FEATURE BRIEF | Google Attribution 360 25%

0% included in attribution analysis. You can see how online actions influence offline Online Offline behaviors, and vice-versa.

How it works 1

Collect Transactions

2

Match and Onboard

3

Attribution Processing

4

Reporting and Analysis

The Attribution 360 offline connector reveals the impact of any online marketing channel—display, search, affiliate, email, social, and more—on offline purchases. It also reveals how offline marketing investments influence both online and offline purchases. To do it, Attribution 360 integrates with third-party data onboarding partners: 1. Collect Transactions: Marketer captures in-store, branch, dealer, call-center, or kiosk conversions and sends data to a third-party data onboarding partner. 2. Match and Onboard: Data partners perform matching and onboarding of offline data. 3. Attribution Processing: Onboarded transactions are modelled like digital conversions and attributed to marketing events such as impressions and clicks. 4. Reporting and Analysis: Attribution 360 integrates offline data into attribution reporting. At Google, we are keenly aware of the trust you place in us and our responsibility to keep your privacy and data secure. As part of this responsibility, we let you know what information we collect when you use our products and services, why we collect it, and how we use it to improve your experience. The Google privacy policy and principles and your agreement with us describes how we treat personal information when you use Google’s products and services, including Attribution 360.

About the Google Analytics 360 Suite The Google Analytics 360 Suite offers powerful and integrated analytics solutions for today’s biggest enterprises. Measure and improve the impact of your marketing across every screen, channel and moment in today’s customer journey. It’s easy to use, and makes data accessible for everyone so the “aha” moments are simple to discover and share. Move from insight to impact faster with the Analytics 360 Suite. For more information, visit g.co/360suite © 2016 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. GANL-CS-1401

Google Attribution 360 Offline Connector - Services

Google Attribution 360, part of the Google Analytics 360 Suite, bridges the gap by connecting online marketing and offline conversion data. Matching online touch points with offline conversions reveals the full impact of digital marketing, whether consumers convert online, by phone, or in a brick-and-mortar store. Purchases ...

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