Omnichannel Sales Insights: Bridging the Online to Offline Divide

Summary

Digital advertisers have traditionally been able to optimize conversions based on digital data, but this has been a barrier for CPG companies, who had to use proxy KPIs for inflight analysis for offline sales. Oath’s inflight sales analysis (which matches user lever cross-platform digital exposure and Nielsen Catalina Solution’s household in-store product purchases) offers a way to apply learnings for campaigns on a weekly basis to complement post-campaign measurement. To validate this approach, an A/B test was conducted, which showed that inflight sales based optimizations drove 29% higher ROAS than performance optimizations alone.