URL to IRL (In Real Life)

Why brands should include their customers’ offline activity in marketing attribution analysis

By Christopher Karpenko

Attribution models are often used to gauge the potency of digital marketing campaigns and refine channel strategies, but these don’t always take customers’ real-world actions and behaviors into account. Without a view into customers’ offline activities, it’s nearly impossible to tell what’s working and what’s not. However, there are several ways to accurately measure what happens offline.