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

#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