Measuring Digital Influence on in-store activity
This CDP use-case talks about measuring influence of digital marketing channels on inStore activity and transactions using Adobe RTCDP and Adobe Customer Journey Analytics.
Business Challenge: Measuring the digital influence
We all know how important it is to create a seamless connection between various channels and use digital to efficiently drive sales across the board.
While this all sounds good it can be quite a challenge to measure how our digital marketing investments translate to in-store activity and sales
Some of the business challenges to addressing here are
The influence of Digital marketing efforts on store purchases
Influence of Digital marketing efforts on Store or Offline events
Which marketing channel mix are most effective?
Which Digital campaigns are driving store sales
Visualise Customer journey from digital to Store
Create Omnichannel marketing efforts for customers shopping across channels.
The Solution, Architecture & Integration using Adobe RTCDP
Connecting the Digital Interaction with Offline Events involves..
Identify various touch points across digital and Store
Leveraging actionable analytics & experience data
Create Audiences to address opportunities
Identity management & Consolidation
Identities form the foundation of AEP profile and reporting; we ensured that this is consolidated and consistent across touchpoints
Consolidate identities and create a identity management framework
Campaign Tracking Conventions
Review, document effective ways to track campaign performance across digital and store
Create End to end campaign tracking conventions
Report, Analyze & Iterate
Use Adobe Customer journey analytics to report, visualize and communicate performance for business teams
Adobe Stack Configuration
Technical Architecture – Wiring it all up!
The Business Impact : Report & Visualise using Adobe Customer journey Analytics
As more data sources of customer interaction are added within Adobe CDP, the following increment benefits are available
Customer Journey Across Touchpoints: Ability to report and understand customer trends from digital to store
Customer Analytics and Insights: Leveraging a complete set of interaction data for actionable analytics which then would become foundation for omni channel marketing efforts.
Marketing Mix Insights: Ability to report which marketing channel mix was effective in driving in-store sales and activities
Sample Report built within Adobe Customer Journey Analytics
