With the ubiquity of online advertising, it’s easy to forget that offline campaigns still play an essential role in marketing. While tracking the ROI of offline campaigns can be challenging, there are a few methods you can use to get reliable data.
So the 3 ways to measure Offline Advertising basically are:
- Surveys and questionnaire
- Sales Data
- Aryel way
From platforms’ reports to surveys and sales data analysis, here’s the ultimate list of methods to measure offline performance and ROI.
Aryel’s AR Marketing platform reports and metrics
One solution is to use an Augmented Reality platform like Aryel, which uses a tracking system to collect data from print media. This data can then be used to measure key performance indicators and ROI.
Aryel’s WebAR marketing platform provides reports about campaigns off- and online, closing the gap between the physical and digital worlds. The best approach is to look at all the available data to draw reliable conclusions about WebAR campaigns’ performances.
The following AR analytics metrics help track shopper interactions on your site’s product pages:
- View: The single view a user performs while interacting with your AR experience
- View duration: The view duration shows how long visitors have stayed on average on an individual experience.
- Scans: each time an experience is launched via one of its triggers.
- Avg. View Duration: how long visitors have stayed on average on an individual scene.
- % New Views: percentage of new views on the scene.
- Time of Day: what time of the day users interact with your campaign.
- Devices: from which devices users see the campaign.
- Browsers: from which browsers users see the campaign.
- Scenes Views: the total number of scenes displayed.
- Scenes/View: the average number of scenes displayed per view.
- Goal Completion: the total number of times users complete a specific action (conversion).
- Goal Value: the total monetary value relative to the completed conversions.
- Goal Conversion Rate: the percentage of completion of a goal about the total number of times the user has been subjected to it.
Which metrics to consider
Of course, there’s no holy grail of metrics, but all the insights listed above are to consider when it comes to telling if a WebAR campaign has been successful or not. In addition, it is always a good idea to consider all the metrics to check if the user’s journey is efficient and smooth or if something should be improved.
From Views to Conversion Rate, Aryel’s reports help marketers and brands fully understand how their customer journey and WebAR marketing strategy perform on- and offline – i.e., in-store experiences.
Surveys and questionnaires
Another widely used method is to survey customers or potential customers after they’ve been exposed to an offline campaign. This can provide valuable insights into the campaign’s effectiveness but can be challenging to manage, and not all users are prone to participate in a survey.
Of course, open-ended questions help gain deeper insights into customers’ thoughts about each aspect of the business. According to stats, customer loyalty models based on customer feedback data are more accurate and practical than models based on demographic and customer behavior data.
However, surveys also have a range of disadvantages; first, surveys typically operate on a sample size approach, and even when everyone in the group is invited to respond, typically, only a proportion will do so, and this introduces the need to perform some statistics to analyze the data effectively.
Plus, it is essential to remember that people are affected by bias and cannot be 100% accurate all the time. Not everyone is willing to answer long, open-ended questions so that the participation rate might be low.
Sales and other data analysis
Finally, it is also possible to track sales data to see if there’s a spike in activity after an offline campaign has been launched. This method might be time-consuming and not very reliable.
It can be hard to track and connect sales pikes with offline campings, mainly if they run at the same time as digital ones.
Results can be biased or even inconclusive and misleading. Still, by enriching offline advertising with Augmented Reality and performing an off-to-online strategy (as explained in our whitepaper here), it can be possible to track down even offline campaigns, as shown in the first point of this article.
By using one or more of these methods, it is possible to get a good idea of the ROI of offline campaigns, revamp printed advertising, and make it engaging and valuable.