Measuring Digital Influence on in-store activity

This CDP use-case talks about measuring influence of digital marketing channels on inStore activity and transactions using Adobe RTCDP and Adobe Customer Journey Analytics

Business Challenge: Measuring the digital influence

We all know how important it is to create a seamless connection between various channels and use digital to efficiently drive sales across the board.  

While this all sounds good it can be quite a challenge to measure how our digital marketing investments translate to in-store activity and sales 

Some of the business challenges to addressing here are   

• The influence of Digital marketing efforts on store purchases 
• Influence of Digital marketing efforts on Store or Offline events 
• Which marketing channel mix are most effective?  
• Which Digital campaigns are driving store sales 
• Visualise Customer journey from digital to Store 
• Create Omnichannel marketing efforts for customers shopping across channels.  

Connecting the Digital Interaction with Offline Events involves..

• Identify various touch points across digital and Store 
  • Leveraging actionable analytics & experience data   
  • Create Audiences to address opportunities  
• Identity management & Consolidation 
  • Identities form the foundation of AEP profile and reporting; we ensured that this is consolidated and consistent across touchpoints 
  • Consolidate identities and create a identity management framework 
• Campaign Tracking Conventions  
  • Review, document effective ways to track campaign performance across digital and store  
  • Create End to end campaign tracking conventions 
• Report, Analyze & Iterate 
  • Use Adobe Customer journey analytics to report, visualize and communicate performance for business teams   

Adobe Stack Configuration

Adobe Products	Role
Adobe Launch & Data Layer	Tag Management solution to capture web/app events for reporting, and real time contextual data
Adobe Customer Journey Analytics	Create a CJA connection using dataset across digital, Cx & Store to create customer journey reports & visualizations
Adobe RTCDP	Collect data from various data sources to be available for Customer Journey Analytics

Technical Architecture – Wiring it all up!  

The Business Impact : Report & Visualise using Adobe Customer journey Analytics

As more data sources of customer interaction are added within Adobe CDP, the following increment benefits are available

• Customer Journey Across Touchpoints: Ability to report and understand customer trends from digital to store 
• Customer Analytics and Insights: Leveraging a complete set of interaction data for actionable analytics which then would become foundation for omni channel marketing efforts. 
• Marketing Mix Insights: Ability to report which marketing channel mix was effective in driving in-store sales and activities 

Sample Report built within Adobe Customer Journey Analytics