Understanding digital attribution to a direct purchase
Some CPG brands have it lucky and can easily track a marketing action to a point of sale. Starbucks, Chipotle, and others with direct line-to-purchase can see how promotions affect business and traffic. For other brands, however, it's not so easy or so clear. One of these companies is PepsiCo. With millions of individual products on shelves spanning dozens of iconic PepsiCo brands, it's incredibly difficult to have one point of sale and attribute it to a marketing effort online. If this is the case, how does PepsiCo measure success for multiple online campaigns?
Engagement rates are one valuable insight. The time spent on page and other analytical actions that indicate consumers are interested in certain products and promotions are very helpful in dictating campaign effectiveness. Marketers have been hearing the mantra "engagement over clicks/impressions" for years. PepsiCo actually takes a firm stance in its importance. It has to. PepsiCo also works closely with retailers to learn purchasing behavior on a case by case basis. These things all help create a new model of ROI metrics.
Mike Scafidi, director of digital marketing operations for PepsiCo speaks with iMedia about how his brand works to understand when consumers have products in hand, and gives agencies valuable advice for navigating the new marketing landscape.
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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.
"SWINDON, UK - JANUARY 25, 2014: Can of Pepsi cola on a bed of ice" image via Shutterstock.