How to bridge the gap between online and offline data

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Content
1. We collect online data - e-mail, User ID, UTM...
2. Collect offline data. Phone numbers and Face ID to the rescue
3. Combine data with end-to-end analytics
4. Segment data and build communication with clients
Linking online and offline data is one of the most important telegram best of vietnam tasks for a marketer, and not only in retail. In any business where there is a place for an omnichannel strategy, it is necessary to compare customer actions in life and on online platforms. Why this is important and how to extract maximum benefit from combining data on online visitors and offline buyers - we will tell you in this article.

1. We collect online data - e-mail, User ID, UTM...
To match offline and online data, you need to decide what indicators are needed and how to collect them. Online data is relatively easy to collect, there are a huge number of identifiers, such as User ID.

User ID is a unique user identifier that is assigned to the user during authorization on the site. How does it work? The user logs into the site, the User ID is sent to Google Analytics - this is how a specific user and their behavior on the site are linked. The User ID is stored in the CRM or other internal company system.

Often users do not want to log in to the site. How to make them do it? There are several ways, for example:

Create a loyalty system and issue each user an individual card (promo code).
Subscribe to an e-mail newsletter with promotions and personalized offers.
Offer a special discount promo code to authorized users, etc.
Another way to identify a user is to use a link with UTM tags in an email . If a person follows a link in such a letter, you will be able to link their actions on the site to the account.

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2. Collect offline data. Phone numbers and Face ID to the rescue
Pavel Kostin told us about the methods used by companies today to collect offline data.


Pavel Kostin, CEO of the Exponea CDXP platform

Collecting offline data is more difficult than collecting online data: you need to somehow identify the user who came to a real store and made a purchase there. There are four ways of identification: loyalty program, phone number, QR code (the technology has only just begun to gain momentum), Face ID (banks are starting to use it, including for this they request consent to use data and take a photo of the person when visiting the office). With the help of these technologies, you can understand what kind of person came offline and what he did.

Okay, you've collected online and offline data. What's next?

3. Combine data with end-to-end analytics
Companies that neglect the issue of combining online and offline data risk making a serious mistake in planning their marketing budget. For example, cutting costs on online advertising, which at first glance is unprofitable, and then being surprised to discover a drop in offline sales. To find out how many sales advertising campaigns actually bring, you need to link user actions on the Internet and in stores. Elena Solovieva told us how to do this with the help of end-to-end analytics .


Elena Solovieva, Director of External Marketing, Tandem Group

In our performance agency, we build end-to-end analytics for our clients and connect online and offline data within the framework of advertising campaign analytics. Our advertisers run digital campaigns, but make sales offline, so it is essential to know the effectiveness of the entire funnel.

We use several methods in our work. The main thing to know is that you must have a “bridge” between all the systems you use in the form of a single identifier.

For example, the link between the site with the placed advertisement and your counter is utm-tags . Between the analytics counters and call tracking the link will be GA cid and Yandex.Metrica ID . Between offline advertising and call tracking - a substitute number , between the call center and your CRM - the subscriber's phone number and sometimes the substitute number from which he calls.

We build a chain of end-to-end analytics in the Power BI system, and use the myBI Connect service to integrate all channels. We know about the online-to-offline methodology using Wi-Fi analytics and MAC collectors, but we haven’t had the opportunity to apply this experience yet. OMD MarTech had an