One such trick is to create "grids" that explain how online and offline marketing drive sales. A "grid" is a simple 2x2 table that shows the impact of two factors on sales volume.
The tables at the end of this post illustrate how a multichannel retailer might use a "grid" to measure the combined influence of Google, and a Catalog mailing.
In this simplistic example, the multichannel retailer observes a positive impact on conversion rate due to catalog mailings, and a positive impact on conversion rate due to a customer referred via paid and natural search at Google.
Multichannel CEOs and CMOs: Our multichannel marketing environment has grown more complex. Industry pundits tout the advertising vehicle they support, for obvious reasons. It is important for your staff to demonstrate to you the combined impact of online and offline marketing activities. Start your week off on the right foot, by spending a few minutes with your analytical folks. See if they can produce the following table for you:
Here's the table:
| Number of Visitors | ||
| Catalog = Yes | Catalog = No | |
| Google = Yes | 25000 | 75000 |
| Google = No | 125000 | 350000 |
| Conversion Rate | ||
| Catalog = Yes | Catalog = No | |
| Google = Yes | 5.3% | 4.1% |
| Google = No | 3.7% | 1.4% |
| Average Order Size | ||
| Catalog = Yes | Catalog = No | |
| Google = Yes | $150 | $140 |
| Google = No | $175 | $160 |
| Net Spend Per Visit | ||
| Catalog = Yes | Catalog = No | |
| Google = Yes | $7.95 | $5.74 |
| Google = No | $6.48 | $2.24 |
| Total Volume | ||
| Catalog = Yes | Catalog = No | |
| Google = Yes | $198,750 | $430,500 |
| Google = No | $809,375 | $784,000 |
| Percent Catalog Influenced | 28.3% | |
| Percent Google Influenced | 45.4% | |
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