Context

As e-commerce continues to grow and blend with physical retail, businesses are increasingly reliant on digital marketing to drive both online and offline sales. The need for omnichannel strategies has risen as consumer shopping habits evolve, leading to more complex purchase pathways that span a multitude of touchpoints where the need to measure both online and offline conversions is no longer a nice to have but a fundamental part of understanding performance and having the ability to measure changes to Media/Marketing strategies based on data.

Problem Statement

One of the significant pain points for e-commerce businesses is the inability to accurately measure the impact of digital advertising on in-store sales. Current attribution models often fail to account for the end to end journey a customer takes before making an offline purchase, leading to incomplete or inaccurate data, and as a result insights and recommendations derived from misleading data.

Purpose

This whitepaper explores the flaws in existing models for measuring offline sales driven by digital efforts and highlights why we think the move towards incrementality is a more accurate and insightful approach. The shift in measurement strategies is driven by the need for better insights and more optimised media spending, at Magic we believe that Mediamatics is the solution to both gaining a better understanding of how media is currently performing and optimising Media spend based on that data to drive incremental revenue growth for our clients.