The advantage of digital marketing is that the results can be better measured than traditional advertising channels. But there is one aspect that bothers digital marketing teams and that is online activity is driving in-store sales and digital marketers can’t claim any credit for it. This is also called Research Online Purchase Offline (ROPO). ROPO reporting allows multichannel retailers to see how in-store sales have been influenced by online marketing. This can be achieved by having a digital touch point in-store that gives you the customer data to match offline conversions with online advertising activity. Facebook and Google reporting can help with ROPO reporting. ROPO reporting results can be categorized under PPC results, SEO results and business results. The case study shows that 47% of offline customers had visited the website prior to visiting in store, 1 in 5 purchases made in-store were made by customers who visited the website and these drive business results.
Key Takeaways:
- One thought worrying multichannel digital marketing teams is that online activity is having a lot of in-store sales and they can’t get any credit for them.
- Google is expected to improve their reporting as they are working on a ROPO solution like Facebook’s upload system.
- ROPO reporting innovation can be divided into three sections; PPC Results, SEO Results, and Business Results.
“ROPO reporting (Research Online Purchase Offline) allows multichannel retailers to see what volume of in-store sales have been influenced by online ads.”
Read more: https://moz.com/blog/ropo-report
