How to Adopt Offline and Online Attribution Data for a 360 View in Google Analytics

Developing and implementing a marketing model for marketing is a modern practice that many marketers use to gain a comprehensive view of the customer journey.

By identifying the different stages of the initial commitment up to the final purchase and all points, merchants will continue with the ability to obtain customer data obtained through these taps.

Who wouldn’t be happy with the prospect of finding out exactly what prompted the customer to make a purchase decision?

As marketers continue to adjust and refine the process, a challenge remains: how to apply online and offline marketing to gain meaningful insight.

More specifically, how marketers use a trusted online tool like Google Analytics (which provides large amounts of customer data online) while correctly measuring customer transactions that take place offline.

The offline/online puzzle

The launch of Google Analytics opened the door for marketers to immerse themselves in online marketing. They were able to provide a detailed overview of the customer, previously unavailable in more traditional advertising.

These actions and transactions indeed required online involvement, but as Internet use increased, each version, click, and the purchase could be recorded and analyzed.

Historically, marketers have not been able to detect every movement of an offline person. After a customer viewed a physical ad – a television, billboard, or print ad – there was no way to determine how the ad affected the individual customer.

And with the growth of online marketing, frustrations with the inability to track offline behavior have increased.

And that’s the problem: we live in an offline and online world, where the mix of betting and buying behavior is influenced by analog and digital events. So how do marketers know which customers are affected offline, online, or both?

This is the million-dollar question.

The solution

The marriage between offline and online prices is starting to develop. Marketers and the companies they work for have begun to unravel the mysteries of how offline and online attribution contribute to the purchase decision.

Marketers are now harnessing the power of CRM solutions, such as Salesforce Sales Cloud, with Google Analytics 360. Salesforce is a leading CRM platform and has built a reputation over the past 20 years as a reference platform for reaching customers and clients potential to understand behavior. Google Analytics 360, Google’s advanced web analytics tool that combines reporting, surveys, and attribution in one place, is used by business teams and marketers to assess online activity, trends, and inferred behavior from online campaigns.

Marketers can now import data from Sales Cloud directly into Analytics 360, allowing for an offline and online combination. It may seem simple, but the integration of the two continues. Sales teams do not need to manually enter Sales Cloud data into Analytics 360.

In other words, once the information is entered into the Sales Cloud, it can be updated automatically in Analytics 360 based on defined criteria to measure the performance of different marketing channels – offline and online. Sales commitments – whether phone calls, office visits, golf matches, and more – are captured in Sales Cloud as before, but are automatically updated in Analytics 360.

With the integration of these two platforms, marketers can now optimize their digital campaigns. With this optimization, marketers can have a complete 360-degree view of the entire customer journey, regardless of whether the touchdowns are offline or online.

CRM data is not the only way to integrate offline data with Google Analytics. Brands can offer a variety of customer reward programs, possibly in conjunction with a branded credit card that allows marketers to track online behavior.

For example, how often does a customer’s fleet fill a gas station? This information can be obtained and automatically inserted into Google Analytics from a database that collects map data. This data also includes exclusive customer information.

Marketers can now control where and when customers go and what they bought. Also, their behavior can be analyzed later to determine which online or offline campaign has affected customer performance.

The results

The main purpose of linking offline attribution to online attribution is to obtain specific Return on Ad Spend (ROAS) data that will help determine future campaigns and, hopefully, drive more sales

When calculating which channels generate the highest return on marketing spend for an organization, valuable offline attribution data counts as gold, allowing the organization to properly allocate its advertising spend.

B2B professionals have been out of the question for a long time. Not because of a lack of interest, but because it is difficult to know how to correctly detect such behavior.

Now that marketers can determine how offline behavior affects the customer’s journey, more organizations will try to match it with online data. And the combination of offline marketing data online will result in more harmony between the two sets of data, giving the customer greater insight and more revenue.