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.

CDP use case: Digital influence on in-store activity and sales using Adobe RTCDP

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!  

Framework for measuring digital influence on in-store activity with Adobe RTCDP

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 

Cohort Analysis of Digital Interaction & Offline Transaction

Marketing Channel Overlap for Store transactions