Conversions driven by Offline Media?

From: Jens Jokschat <J.Jokschat_at_pilot-group.de>
Date: Thu 15 May 2003 08:18:12 -0500

Suppose a client states its URL on TV spots as well as magazines. Say we
simultaneously run an online campaign linking to the same site. The
inevitable question will pop up--which media contributed, and to what
extent, to overall conversions? To make things more challenging, the client
also has a phone number on its website. Visitors call in and convert on the
phone, if they don't want to buy online. So adserver tracking alone won't
do. Has there been research/experience on the issue to what extent a TV or
magazine campaign can drive online conversions?

P.S. Ok, using different URLs for different media would solve the problem,
but is suboptimal for branding the main URL.

Thanks.

Jens Jokschat
http://www.pilot-group.de





Received on Thu May 15 2003 - 08:18:12 CDT