‘Non-line’: Connecting Offline and Online Marketing

This is a pesky issue for all of us in marketing, whether you are working online or in the ‘real’ world.  How does our traditional marketing effort affect our online effort?  And vice-versa.  Here are a couple posts from analytics guru Avinash Kaushik that can help you connect these dots in the ‘non-line’ world (offline – online – offline).  First, from a July post, here’s his thoughts on tracking offline conversions.  Like a lot of Avinash’s posts, this is long, but it’s worth it — you will find ideas to try, some of which are quite easy (like unique telephone numbers), that will give you a good idea about how much your website is driving offline conversions (online to offline impacts).  In his follow-up post near the end of December, you will find good ideas for tracking offline to online impacts.  Have fun!