• DE&I Commitment
  • Careers
  • SIGN IN
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Omnichannel Advertising
    A platform that connects all walled garden media for more effective campaigns
    Data Connectivity
    Make data-driven decisions as you plan and strategize
    AI-Powered Capabilities
    Take your campaigns to the next level by leveraging proprietary AI-based technology
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Case Studies
  • News and Events
    Check out recent announcements and see what we’re up to
    Newsroom
    Check out our recent media mentions and announcements
    Events
    Join us for our next conference or webinar
    Omnichannel platform launch
    Read the press release to see how we're helping marketers win the walled gardens
    AI Breakthrough Award
    Skai Named "Best AI-based Solution for Advertising" in 6th Annual Artificial Intelligence Breakthrough Awards Program
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    The Breakthrough
    Read the latest blog posts and thought leadership from Skai and other industry experts
    Skai Whitepaper Library
    Explore our whitepapers and reports so you can stay up to date
    Skai Research
    Get in-depth analysis, insights and research on the industry's hottest topics
    Quarterly Trends Hub
    Dive into the latest market insights, industry trends, and predictive analysis
    Holiday Hub 2023
    Your go-to source for holiday marketing tips, tricks, and best practices
Back to Blog

Online/Offline Marketing Measurement Isn’t As Impossible As It Once Was

Moti Radomski, VP, Product @ Skai

January  15, 2021

Over the last few years, marketing measurement—already a challenging task for advertisers—has been getting harder with policy changes to protect consumer data privacy. Take for example the recent “sky is falling” news of these limitations with headlines such as Apple Just Crippled IDFA, Sending An $80 Billion Industry Into Upheaval and IDFA Apocalypse: What We Know (And Don’t). 

The Apple Identifier for Advertisers (IDFA) helps digital marketers understand the performance of their mobile advertising programs. In the newest OS release, consumers are asked if they want to opt-in to this tracking versus being opted-in automatically as part of the standard iPhone terms and conditions as in previous versions. IDFA is effectively being replaced by SKAdNetwork which will help “advertisers measure the success of ad campaigns while maintaining user privacy.”

While the new system will not completely kill mobile tracking on Apple devices, according to a recent AdExchanger.com interview with the CEO and co-founder of mobile attribution company AppsFlyer, “There’s no view-through attribution and no information on impressions, creative, remarketing, in-app events, lookback windows, user lifetime value, ROI, retention or cohort analysis – advertisers will be practically blind.”

As I explained in my previous post, Marketing Measurement Was Already Hard When We Had Cookies, Now What? “tracking a full consumer path is critical for valid measurement.” The depreciation of IDFA makes that customer path tracking much harder than before for digital marketers. 

Online/offline marketing measurement has been somewhat accepted as a blindspot

While online measurement goes through its evolution, the big blindspot that marketers have had for over twenty-years is the inability to understand the relationship between the two worlds of online and offline advertising investments. There have been some advances here, such as Facebook in-store tracking and coupon codes, but these are mainly isolated parts of the media program—which are helpful in specific situations—but still do not solve the bigger issue at hand.

Anecdotally, if you ask marketers about the online/offline measurement problem, many will tell you that they treat the problem with some complacency, concede that full attribution across the digital divide is simply something they will never really have, and have learned to simply accept this blindspot as something that they need to just workaround. 

But, the fact is, online/offline measurement can be done and the industry has had a solution for years. It’s incrementality testing. If you want to know how Online Channel A impacts Offline Sales, you can simply run a split test with a test group that is exposed to the channel, vs the rest of the population that is not. You let the test run and then at the end, you have a pretty good idea of the online/offline impact.

And I use “Online Channel A” in this example, but it could be any online or offline program tactic or element…channel, ad, publisher, bid change, etc. If you want to know how a television commercial affects your paid search program, you can do that. It’s actually not that hard.

Incrementality is the solution, but testing requires more work

As every marketer reading this blog knows, there’s not much left in the day after the most important tasks have been tackled. Marketing measurement has generally been treated as an exercise that gathers the data it needs while a campaign is running. 

However, marketing experiments are more of a “windshield” exercise rather than a “rear-view mirror” one. Tests need to be planned, run, and analyzed before the insights can be found. This means the scope of duties that marketers are expected to perform will need to expand, and this is counter-intuitive to the way that most marketing organizations work. But, in order to reap the benefits of knowing how elements of your online/offline campaigns work together to drive business results, a real “test & learn” framework is needed. 

New innovations in machine learning and Artificial Intelligence now make running incrementality tests a fairly easy, fast, and inexpensive opportunity for marketers to finally have the online/offline measurement they truly need.

At Skai, I manage our Impact Navigator product which can be the technology centerpiece for test & learn marketing organizations. The platform can be run by any marketer and offers the ability to run tests in as little as two weeks to get real insights that can improve the performance potential of a campaign before it even begins. We also engineered the platform to be able to run simultaneous tests so that marketers can get answers to multiple questions at the same time—which dramatically reduces the time-to-insights (TTI).

How important is online/offline marketing measurement for you?

If this is extremely important to your business, there’s no reason to delay. Build in a test & learn framework for your marketing organization with incrementality testing as the primary methodology.

You don’t have to use Skai’s Impact Navigator, but you should check it out to see how it can benefit you. Contact us for a quick demo to see how it works. It might be just the right solution you need to figure out how to optimally run your online and offline marketing programs holistically.

Get a demo of Impact Navigator

Related Posts

  • Marketing Measurement Cannot Be Reliant on Individual Customer Journeys: Incrementality is the Fix
    Read More
  • Life Without Multi-Touch Attribution: How Your Marketing Measurement Program Will Change Under Incrementality
    Read More
  • What’s Your Marketing Measurement Plan Against These 4 Data Deprecation Trends?
    Read More
  • Test and Learn Marketing Can Guide Your Way Through Even the Toughest Market Conditions
    Read More
  • The 4 Ingredients of a Best-in-Class Incrementality Measurement Practice
    Read More
  • Putting Incrementality Measurement Into Action: How to Figure Out What to Test
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Data, Data & Inisghts, Facebook, Incrementality, Measure, Optimize, Retail Media, xTLx

    Subscribe to Updates

    Media that matters.
    Marketing that works.
    © 2023 Kenshoo, Ltd. All Rights Reserved.
    Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
    • Omnichannel Strategy
      • Skai HQ
      • Dynamic Marketing Mix
      • Budget Forecasting
      • Strategic Consulting
    • Walled Garden Advertising
      • Overview
      • Retail Media
      • Paid Search
      • Paid Social
      • App Marketing
      • Auditing
      • Expert Services
    • Marketing Measurement
      • Incrementality
      • Experiments
      • Cross-Channel Attribution
    • Resources
      • Blog
      • Glossary
      • Case Studies
      • Capabilities
      • Skai Research Center
      • Quarterly Trends Hub
      • Training & Enablement
      • Developer Hub
    Privacy Preference

    We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

    Privacy Preference

    Save All

    Save

    Accept Only Essential Cookies

    Manage Cookie Preferences

    Cookie Details Privacy Policy Imprint

    Privacy Preference

    Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

    Save All Save Accept Only Essential Cookies

    Back

    Privacy Preference

    Essential cookies enable basic functions and are necessary for the proper function of the website.

    Show Cookie Information Hide Cookie Information

    Name
    ProviderOwner of this website, Imprint
    PurposeSaves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
    Host(s).skai.io, skai.io
    Cookie Nameborlabs-cookie
    Cookie Expiry1 Year
    Name
    ProviderOwner of this website
    Host(s)skai.io
    Cookie Namewordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
    Cookie ExpirySession / 1 Year
    Name
    ProviderOwner of this website
    PurposeThis cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
    Privacy Policy https://accessibe.com/privacy-policy
    Cookie NameacsbState, acsbReset
    Cookie Expiryn/a

    We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderOwner of this website
    Host(s).comeet.co, www.comeet.co
    Cookie Namevisid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
    Cookie ExpirySession / 1 Year
    Accept
    Name
    ProviderOwner of this website
    Host(s).chilipiper.com, skai.chilipiper.com
    Cookie Namefs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
    Cookie ExpirySession / 2 Years
    Accept
    Name
    ProviderOwner of this website
    Accept
    Name
    ProviderOwner of this website
    Host(s)skai.io
    Cookie NamemoduleFormPardotDownload
    Cookie Expiry30 days

    Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
    PurposeCookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
    Privacy Policy https://policies.google.com/privacy?hl=en
    Cookie Name_ga, _ga_*, _gat,_gat_*,_gid, GOOGLE_ABUSE_EXEMPTION, AEC, __Secure-ENID, SOCS, CONSENT
    Cookie ExpirySession / 2 Years
    Accept
    Name
    ProviderHotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
    PurposeHotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
    Privacy Policy https://www.hotjar.com/legal/policies/privacy/
    Host(s)*.hotjar.com
    Cookie Name_hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
    Cookie ExpirySession / 1 Year
    Accept
    Name
    ProviderOwner of this website
    PurposeVWO is AB Testing software that we'll use to test different elements of the website - form placement, nav, different page layouts, etc.
    Privacy Policy https://vwo.com/compliance/cookies-notice/
    Host(s).skai.io, dev.visualwebsiteoptimizer.com
    Cookie Name_vis_opt_exp_{CAMPAIGNID}_goal_{GOALID}, _vis_opt_test_cookie, _vis_opt_exp_{CAMPAIGNID}_combi, _vis_opt_exp_{CAMPAIGNID}_exclude, _vis_opt_exp_{CAMPAIGNID}_split, _vis_opt_s, _vis_opt_out, _vwo_uuid, _vwo_uuid_{CAMPAIGNID}, _vwo_ds, _vwo_sn, _vwo_uuid_v2, _vis_opt_exp_{CAMPAIGNID}_combi_choose, _vwo_referrer, _vwo, _vwo_global_opt_out, _vwo_ssm, uuid
    Cookie ExpirySession / 10 Years

    Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderPardot
    PurposeCookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
    Host(s).pardot.com, pi.pardot.com, skai.io
    Cookie Namepardot, visitor_id*, lpv*
    Cookie ExpirySession / 10 Years
    Accept
    Name
    ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
    PurposeCookie by Facebook used for website analytics, ad targeting, and ad measurement.
    Privacy Policy https://www.facebook.com/policies/cookies
    Cookie Name_fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
    Cookie ExpirySession / 1 Year
    Accept
    Name
    ProviderLinkedin
    Cookie Namelidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
    Cookie ExpirySession / 1 Year
    Accept
    Name
    ProviderSkai
    Cookie Nameken_gclid
    Accept
    Name
    Provider6sense
    Cookie Name_gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
    Cookie ExpirySession / 400 Days
    Accept
    Name
    ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
    PurposeCookie by Google used for conversion tracking of Google Ads.
    Privacy Policy https://policies.google.com/privacy?hl=en
    Cookie NameIDE, 1P_JAR, NID, _gcl_au, OTZ, test_cookie
    Cookie ExpirySession / 400 Days
    Accept
    Name
    ProviderOwner of this website
    Cookie NamePHPSESSID, sid, okto-autoposter-XXX, oktgid, oktsid, oktlogid-XXX, oktolead-XXX-Email, oktolead-XXX-Company, oktolead-XXX-FirstName, oktolead-XXX-LastName, oktolead-XXX-Phone, oktolead-XXX-Country, oktolead-XXX-Url, oktolead-XXX-State, oktolead-XXX-Comment, optout
    Cookie ExpirySession / 2 Years

    Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderWistia
    Host(s).wistia.com
    Cookie Namecb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
    Cookie ExpirySession / 400 Days
    Accept
    Name
    ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
    PurposeUsed to unblock Instagram content.
    Privacy Policy https://www.instagram.com/legal/privacy/
    Host(s).instagram.com
    Cookie Namepigeon_state
    Cookie ExpirySession
    Accept
    Name
    ProviderOpenstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
    PurposeUsed to unblock OpenStreetMap content.
    Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
    Host(s).openstreetmap.org
    Cookie Name_osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
    Cookie Expiry1-10 Years
    Accept
    Name
    ProviderTwitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
    PurposeUsed to unblock Twitter content.
    Privacy Policy https://twitter.com/privacy
    Host(s).twimg.com, .twitter.com
    Cookie Name__widgetsettings, local_storage_support_test
    Cookie ExpiryUnlimited
    Accept
    Name
    ProviderVimeo Inc., 555 West 18th Street, New York, New York 10011, USA
    PurposeUsed to unblock Vimeo content.
    Privacy Policy https://vimeo.com/privacy
    Host(s)player.vimeo.com
    Cookie Namevuid
    Cookie Expiry2 Years
    Accept
    Name
    ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
    PurposeUsed to unblock YouTube content.
    Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
    Host(s)google.com
    Cookie NameCONSENT
    Cookie Expiry6 Month

    Borlabs Cookie powered by Borlabs Cookie

    Privacy Policy Imprint