Mediaplex's MOJO Blog

Today, online advertisers have the ability to track quite a few performance metrics to determine the ROI, ROAS or overall branding effectiveness of their campaigns.  However, many advertisers don’t realize that they can also track offline conversions and tie those back into their online initiatives.  

Here are some examples:

Example 1:  A car rental company has customers who make their car reservations online, but have to visit their offline car rental location in order to pick up the car.  In this example, offline conversion tracking is essential.  The rental car company might view the online reservation as the first step in the process, but the true conversion occurs when the customer physically drives the car off the lot.   True ROI measurement requires some way to tie in that offline conversion with the online campaign that got the customer to the physical location.

Example 2: A hotel chain allows patrons to book rooms through an online advertising promotion, but still requires an in-person “check in” at the hotel.  In such an example, the hotel chain wants to track both the online reservation as well as when that guest actually picks up the keys to the reserved room.

But how is this done?

Using a third-party ad server such as Mediaplex, an advertiser can automate the process by scheduling offline data feeds right into the MOJO database.  This process effectively eliminates the manual element of offline reconciliation.  Now advertisers can not only report on this data, but also optimize the creative that is driving the best offline performance.

Why is offline conversion tracking useful?