The new O2O Measurement and Marketing report from eMarketer covers how location tracking, identity graphs and in-store metrics are improving online-to-offline capabilities in our mobile-saturated world.
Marketers have been seeking to link online behavior with offline conversions since the beginning of digital marketing, and location data has become an invaluable tool in their ongoing quest. As the location data industry matures, so do the capabilities it can offer marketers across multiple verticals: from adtech and martech to finance, city planning and beyond. So, with all of the evolution in the space, what does the online/offline connection look like today?
The latest O2O (online-to-offline) report from eMarketer digs deep into how our increasingly connected world is providing a richer than ever mine of data for marketers. The report, for which CEO Thomas Walle was interviewed, includes a specific section dedicated to the current state of visitation and purchase dating, with details on why accurate location data is a key piece of the puzzle.
Download the report with eMarketer Pro for understanding and vital statistics on how new O2O capabilities have enabled advertisers to refine goals, change creative and in some cases rethink their media mix. Further key insights include: