Re: Conversions driven by Offline Media?

From: Lorraine Frost <frostlorraine_at_hotmail.com>
Date: Fri 16 May 2003 08:17:21 -0500

Hi Jens,

There has been a good deal of research on offline driving online conversions
and vice versa.

There was an interesting article on AvantMarketer recently that talks about
a number of the issues you raise. At the end of the article Forrester
Research analyst Jim Nail talks about measurement models to solve the kind
of problem you are talking about, who offers them, and what the required
investment is.
I would say the article is well worth the read. If Nail is right, as
multi-channel marketing increases in importance, marketers need to drop the
dream of completely closed-loop tracking and build effectiveness models that
  are based on statistical correlations. More details are in the article:

http://www.avantmarketer.com/analysts32003.shtml

Best,
Lorraine




Received on Fri May 16 2003 - 08:17:21 CDT