Consumers are combining digital and offline in journeys known as ROPO (research online, purchase offline). These journeys can account for over 70% of offline purchases.
Digital marketing needs to be able to measure the impact that its operations have on brick-and-mortar networks. One method involves using a DMP.
Our client, one of the top 10 e-commerce sites with over 100 stores, contacted us to measure digital's impact on offline through its DMP.
Several use cases were conducted and were used to measure search's cannibalisation of emailing (30% of emailing revenue), which was largely offset by an increase in physical store sales (in-store impact five times greater than digital impact).
The measurements were taken with a true increment measurement: AB testing all other things being equal and calculation of statistical confidence before validation of results.