Avenue A Tool Ties Online Marketing to Offline Sales

Share this content:
Interactive agency Avenue A announced the release of a tool yesterday that allows retailers to quantify the effect of their online marketing activities on offline sales.

With ChannelScope, the agency's retail customers can gauge effectiveness with standard direct response metrics, such as conversion rate, cost per sale, and return on advertising investment.

"Every online retailer is starting to ask the question, 'What is my online advertising and Web site worth beyond its e-commerce contribution?,' " said Clark Kokick, president of Avenue A, a unit of Seattle-based aQuantive.

ChannelScope works to answer that by tying together anonymous identification data from a marketer's database with Avenue A's anonymous cookie data from ad serving. Avenue A uses both sets of data to find the effect of online marketing, including advertising campaigns and Web site visits, with offline behavior. The company stresses that ChannelScope never uses personally identifiable information.

Kokich said privacy was Avenue A's biggest worry when developing the tool. Online advertising company DoubleClick ran into a hail of criticism and investigation three years ago after it planned to combine its ad-serving data with offline database Abacus, which contains personally identifiable information. DoubleClick ended up swearing off the plan, although it still triggered an investigation by the Federal Trade Commission.

Avenue A said it has already completed beta tests with two retailers, which it declined to name. The company said one test showed online advertising driving 20 percent of offline sales. The data can then be used to change online marketing activities on the fly, Kokich said.

The association of online advertising and offline behavior has been elusive for marketers, who have mostly relied on survey data to find if customers were led to the store by online marketing.

"This is the first system that allows a retailer to say this is the total ROI of my online advertising campaign," Kokich said.


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above