GroupM & Lifesight join hands to launch online to offline attribution playbook
This is the first-of-its-kind attribution study in India for examining the conversion of online ads into offline sales
GroupM India and Lifesight, a location intelligence platform and data company, have together created a playbook answering key questions that advertising clients have on online to offline attribution and outlining ways in which marketers can use intelligence on consumers’ online behaviors to impact offline sales.
This is the first-of-its-kind attribution study in India for examining the conversion of online ads into offline sales.
It is critical to have data to help marketers connect the dots and uncover insights on how the offline consumer behaviour is impacted by online advertising.
Tushar Vyas, President – Growth and Transformation, GroupM South Asia, says, “The importance of omnichannel strategies has grown exponentially, and the lines between online and offline have begun to blur. Given that the consumer journey between online and offline is becoming seamless, it is critical to have the right technology to manage location data and location-based attribution models to provide better insights to clients.”
GroupM and Lifesight have identified six different attribution models for accurate footfall attribution: first touch, last touch, position-based, linear-based, time decay and data-driven.
“For a marketer to understand what’s working in their campaigns, it is important to attribute the right conversion to its apt source. At GroupM, we understand the constant need to create, invent and reinvent the right measurement frameworks to help our clients address their business problems,” Tushar added.
Tobin Thomas, Co-founder and CEO of Lifesight says, “Marketers today have unlimited options for building, targeting, and delivering a campaign. But even with all these options, one question remains- is my advertising working? With a large number of channels to choose from, it’s imperative to understand how each campaign component performed comparatively. As a result, location attribution has emerged as a powerful solution to stitch together channel, audience, and platform signals to understand reactions to online advertising in the real world.”
"Lifesight is leading efforts to take campaign success metrics beyond the click. We are excited that leading a marketing powerhouse like GroupM have joined us at the forefront of of online-to-offline attribution,” Tobin added.
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