Tracking online conversions attributable to offline events
Systems and methods are provided for determining a quantity of network location visitors that are likely generated or encouraged by specific offline events. A corresponding number of leads may then be attributed to and associated with those specific events. Ongoing conversion activity of those visitors may be tracked and associated with the offline events. Conversions of those visitors may be attributed entirely or partially to one or more specific offline events. The effectiveness of each offline may then be evaluated based on aggregate lead and conversion information.
1. A method of attributing online activities to offline events, the method comprising:
determining a baseline number of visitors accessing a network location via a first channel during a baseline time period, the first channel comprising a method for accessing the network location;
measuring a total number of visitors accessing the network location via the first channel during a measurement time period;
determining a first channel lift quantity by subtracting the baseline number of visitors from the total number of visitors;
determining a number of visitors that accessed the network location via the first channel to associate with promotional elements for the first channel based on the determined first channel lift quantity;
selecting a plurality of visitor records of visitors that accessed the network location via the first channel based on the determined number of visitors;
associating each of the selected plurality of visitor records that accessed the network location via the first channel with one or more of a plurality of offline events by associating a first visitor record with a first offline event, and associating a second visitor record with a second offline event; and
repeating all steps for visitors received via a second channel, the second channel comprising a second method for accessing the network location that differs from the first channel.
2. The method of claim 1 , further comprising normalizing the baseline number of visitors to a 24 hour period.
3. The method of claim 1 , wherein the step of selecting a plurality of visitor records of visitors that accessed the network location via the first channel based on the determined number of visitors comprises randomly selecting a plurality of visitor records.
4. The method of claim 1 , wherein the step of selecting a plurality of visitor records of visitors that accessed the network location via the first channel based on the determined number of visitors comprises selecting visitor records based on at least one demographic datum associated with the visitor records.
5. The method of claim 1 , wherein the offline events are television and/or radio airings.
6. A system for attributing online activities to offline events, the system comprising:
at least one data storage device storing instructions for attributing online activities to offline events;
at least one processor that, upon executing the instructions for attributing online activities to offline events, executes a method comprising:
determining a baseline number of visitors accessing a network location via a first channel during a baseline time period, the first channel comprising a method for accessing the network location;
measuring a total number of visitors accessing the network location via the first channel during a measurement time period;
determining a first channel lift quantity by subtracting the baseline number of visitors from the total number of visitors;
determining a number of visitors that accessed the network location via the first channel to associate with promotional elements for the first channel based on the determined first channel lift quantity;
selecting a plurality of visitor records of visitors that accessed the network location via the first channel based on the determined number of visitors;
associating each of the selected plurality of visitor records that accessed the network location via the first channel with one or more of a plurality of offline events by associating a first visitor record with a first offline event, and associating a second visitor record with a second offline event; and
repeating all steps for visitors received via a second channel, the second channel comprising a second method for accessing the network location that differs from the first channel.
7. The system of claim 6 , further comprising normalizing the baseline number of visitors to a 24 hour period.
8. The system of claim 6 , wherein the step of selecting a plurality of visitor records of visitors that accessed the network location via the first channel based on the determined number of visitors comprises randomly selecting a plurality of visitor records.
9. The system of claim 6 , wherein the step of selecting a plurality of visitor records of visitors that accessed the network location via the first channel based on the determined number of visitors comprises selecting visitor records based on at least one demographic datum associated with the visitor records.
10. The system of claim 6 , wherein the offline events are television and/or radio airings.
11. A non-transitory computer-readable medium storing instructions that execute a method comprising:
determining a baseline number of visitors accessing a network location via a first channel during a baseline time period, the first channel comprising a method for accessing the network location;
measuring a total number of visitors accessing the network location via the first channel during a measurement time period;
determining a first channel lift quantity by subtracting the baseline number of visitors from the total number of visitors;
determining a number of visitors that accessed the network location via the first channel to associate with promotional elements for the first channel based on the determined first channel lift quantity;
selecting a plurality of visitor records of visitors that accessed the network location via the first channel based on the determined number of visitors;
associating each of the selected plurality of visitor records that accessed the network location via the first channel with one or more of a plurality of offline events by associating a first visitor record with a first offline event, and associating a second visitor record with a second offline event; and
repeating all steps for visitors received via a second channel, the second channel comprising a second method for accessing the network location that differs from the first channel.
12. The non-transitory computer-readable medium of claim 11 , wherein the step of selecting a plurality of visitor records of visitors that accessed the network location via the first channel based on the determined number of visitors comprises randomly selecting a plurality of visitor records.
13. The non-transitory computer-readable medium of claim 11 , wherein the step of selecting a plurality of visitor records of visitors that accessed the network location via the first channel based on the determined number of visitors comprises selecting visitor records based on at least one demographic datum associated with the visitor records.
14. The non-transitory computer-readable medium of claim 11 , wherein the offline events are television and/or radio airings.
15. The method of claim 1 , wherein the step of associating each of the selected plurality of visitor records that accessed the network location via the first channel with one or more of a plurality of offline events comprises associating each of the selected plurality of visitor records based on when each of the plurality of offline events occurred.
16. The method of claim 1 , wherein the step of associating each of the selected plurality of visitor records that accessed the network location via the first channel to one or more of a plurality of offline events comprises associating each of the selected plurality of visitor records based on location information related to each of the plurality of offline events.
17. The method of claim 16 , wherein the location information includes geographic information, demographic information and/or time zone information.