Retail Attribution in the Digital Space

The retail industry has undergone many changes in the past decade. With the rise of online shopping, companies are constantly looking for ways of proving retail attribution offline and online. The ability to have increased accountability for every ad dollar spent is something that’s becoming more prevalent among all retail companies.

Consumers are always exposed to advertisements of some form whenever they look at a screen. This constant contact keeps them in the sales funnel indefinitely. A problem arises in this process when it comes to retail attribution though. It is not only hard to identify what affected a consumer to convert, but there’s no unique identifier for each consumer across platforms most of the time.

While some of these platforms have a way to measure campaign performance, not all of them directly show sales attribution. Companies can monitor campaigns overall to some extent. However, these are rarely able to show a direct correlation to a conversion.

Since offline sales are still the majority in the retail industry, retail attribution is even harder to accomplish. There isn’t a way to qualify whether a consumer saw an ad and then purchased in the store because of it. Even for online campaigns, justifying marketing spend isn’t always clear.

 

The Adronitis Advantage

Adronitis, in partnership with El Toro, aims to fix these problems. All our targeting methods are based on a physical address, meaning we clearly account for every sale we effect. Our technology allows us to match physical addresses to IP addresses. All the houses we target are measured for campaign performance, proving retail attribution.

In a recent campaign run with a major player in the sneaker industry, we managed to prove this. By separating consumers from their CRM list into a target and control group, we measured the impact of our targeted ads. From a conservative ad spend and short campaign duration, we saw the following results:

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Each of those sales came from a household we delivered ads to. By focusing on this one customer identifier, we can prove retail attribution for online and offline sales. This has proved valuable across all industries and is currently the best way for companies to prove retail attribution from advertising spend.

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