The first step we took was devising a strategy to map in-store sales with online registrations. In order to do this we linked email address collected online from consumer when making an enquiry or purchase, with emails provided in-store.
Next we then had to map online registrations to online traffic sources. We did this by taking the website registration data and linking it back to the traffic source that drove the registration. Traffic sources were then analysed by a number of attribution models including: First Click, Last Click, Weighted and Cookied. We assessed each traffic source in granular detail, including the specific Paid Search keyword that drove the registration.
The data was then used to make more effective optimisation decisions. We worked with DC Storm and DoubleClick to integrate the in-store sale and revenue data into the DoubleClick Search interface at a keyword level. This allowed us to see store revenue as an additional custom column within DoubleClick’s keyword level reporting. The data within this custom column was applied to bid strategies and rules, in order to optimise campaigns for the most effective keywords across all channels.