Connecting Online Behaviors to Offline Purchases
Tuesday, October 11, 2016 – Atlanta, GA
Despite advancements, digital advertising has been struggling to address the most basic advertising question: can we measure and draw conclusions about the effectiveness of advertising on consumer behavior, particularly when purchases do not happen online, as in the case of CPG brands? The industry is fraught with challenges like questionable viewability, attribution, and fraud in a pure online setting. This session discusses how to successfully connect online behavior to offline data, transcending the mere top-line assessment of campaign efficacy.