Track Session

Many CPGs and retailers are embracing digital shopper marketing, but investment has grown slowly because few companies accurately measure the impact on in-store sales. Advertisers need models that can estimate sales lift from proposed online programs, as well as the ability to receive continuous feedback so tactics can be optimized over time. Great strides have been made in bringing accountability to digital shopper marketing with an expanding set of approaches and tools. In this session, Google will share:

• An overview of the most common approaches to measuring online-to-store (O2S) impact.
• New advances in targeting and tracking online ads, using household and market-level data.
• Results of recent O2S tests across a range of retailers and brands, along with lessons learned.