Data integration: Maximise media ROI

Henry Eccles

The Spanish retailer PC City knew that 4% of its revenue came via online sales and a further 2% through online reservations, but data analytics uncovered a further 10% of total sales coming by way of the 'research online purchase offline' effect: a bigger sales driver than price promotion and TV adspend.

Data integration: Maximise media ROI

Henry EcclesGoogle EMEA

Spanish retailer PC City's data analytics showed that 10% of sales came from online research but purchased in-store, prompting a media review that gained a 6% sales uplift for the same spend

How to optimally allocate investments across media channels is the main goal of all business and is becoming increasingly complex. Traditionally, defining an optimal marketing mix has centred around a marketeers' knowledge and experience in their field, reinforced with analytics focused on the linear economics between ‘paid’ media and business success. In today's digital and data-rich world however, it's...

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