Integrating online and offline data

Integrating online and offline data

Online and offline integration is happening increasingly in the marketing environment. It needs to.  We know that consumers are moving this way:

Time spent on fixed internet has increased by over two-thirds since 2008. [Source: Ofcom, October 2010]    – Adults now spend 14.2 hours per month on the web.

The first quarter of 2010 saw nearly 37m people in the UK go online, an increase of almost 8% year on year. [Source: Kantar, June 2010]

According to Boston Consulting Group, the internet contributes to 8.3% of the UK economy, a bigger share than for any of the other G20 major countries. The “internet economy” was worth £121bn in 2010, more than £2,000 per person.

It is only set to grow, and traditional bricks and mortar businesses, such as retailers, need to embrace and integrate the opportunities presented, or lose out.

So being able to understand the impact of your digital activity with offline is possible and has been achieved by a number of organisations, beyond the e-commerce only sites.

So for instance, some motor manufacturers and dealers can understand who they attract to visit their sites from digital collateral, and who goes on to visit the dealership and ultimately buy.  A major charity can understand the people who visit their website, who goes on to give, their profiles and their on and offline behaviour.

Online data is copious with huge volumes of web interaction data collected by web servers, email engines and social media tracking technologies.  Given there is a wide variety of online data, it is important to define what types of opportunity and data would be needed to match these opportunities.

We believe it’s vital that business grasps this.

We are data and marketing practitioners who have actual hands-on experience of working with offline and online data, and integrating the two, both in a technical and an analytical capacity.

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