The biggest marketing metrics conundrum

As shopper insights grow, there’s a disconnect the marketing world is still trying to solve. Discover the industry’s biggest headache in this area.

Online and offline/in-store metrics out of alignment

For years, the marketing world has been plagued with a frustration that we have only begun to solve: the online metrics marketers typically use do not line up with offline data and shopper behavior. Cookies have traditionally been the No.1 digital weapon in the analytics arsenal, but as the definition of online has evolved, so have the platforms consumers have flocked to for commerce purposes. In stores, actual people make purchases — not data. The industry is still trying to find concrete ways to figure out shopping patterns without legacy ways of online tracking. It’s a big challenge but marketers are making giant strides toward solving this dilemma.

Jeff Collins, CRO of Viant speaks to iMedia about this disconnect and how the industry is working to bridge this data gap.

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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.

“Chalkboard with a tailor measuring tape” image via Shutterstock.

The biggest marketing metrics conundrum