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 computer-implemented method of attributing leads to offline events, the method comprising:
determining, using at least one processor, a baseline quantity of leads received via a channel during a baseline time period, the channel comprising a method for accessing a network location;
measuring, using the at least one processor, a quantity of leads received via the channel during a predetermined time period;
determining, using the at least one processor, a channel lift quantity of leads by subtracting the determined baseline quantity of leads from the measured quantity of leads;
determining, using the at least one processor, a quantity of leads received via the channel to associate with at least one content element for the channel, based on the determined channel lift quantity of leads;
selecting, using the at least one processor, individual leads, of the measured quantity of leads, based on the determined quantity of leads;
associating, using the at least one processor, each of the selected individual leads with one of a plurality of offline events; and
repeating, using the at least one processor, the steps of selecting individual leads and associating each of the selected individual leads with one of the plurality of offline events, until a quantity of individual leads that have been associated with one of the plurality of offline events equals the channel lift quantity of leads.
2. The computer-implemented method of claim 1 , wherein the step of selecting individual leads, based on the determined quantity of leads, comprises randomly selecting the individual leads, of the measured quantity of leads.
3. The computer-implemented method of claim 1 , wherein the step of selecting individual leads, based on the determined quantity of leads, comprises selecting the individual leads based on at least one demographic datum associated with the individual leads.
4. The computer-implemented method of claim 1 , wherein the offline events are television and/or radio airings.
5. The computer-implemented method of claim 1 , wherein the step of associating each of the selected individual leads with one of the plurality of offline events comprises associating each of the selected individual leads based on when each of the plurality of offline events occurred.
6. The computer-implemented method of claim 1 , wherein the step of associating each of the selected individual leads with one of a plurality of offline events comprises associating each of the individual leads based on location information related to each of the plurality of offline events.
7. The computer-implemented method of claim 6 , wherein the location information includes geographic information, demographic information, and/or time zone information.
8. A system for attributing leads to offline events, the system comprising:
at least one data storage device storing instructions for attributing leads to offline events; and
at least one processor that, upon executing the instructions for attributing leads to offline events, executes a method comprising:
determining a baseline quantity of leads received via a channel during a baseline time period, the channel comprising a method for accessing a network location;
measuring a quantity of leads received via the channel during a predetermined time period;
determining a channel lift quantity of leads by subtracting the determined baseline quantity of leads from the measured quantity of leads;
determining a quantity of leads received via the channel to associate with at least one content element for the channel, based on the determined channel lift quantity of leads;
selecting individual leads, of the measured quantity of leads, based on the determined quantity of leads;
associating each of the selected individual leads with one of a plurality of offline events; and
repeating the steps of selecting individual leads and associating each of the selected individual leads with one of the plurality of offline events, until a quantity of individual leads that have been associated with one of the plurality of offline events equals the channel lift quantity of leads.
9. The system of claim 8 , wherein the step of selecting individual leads, based on the determined quantity of leads, comprises randomly selecting the individual leads, of the measured quantity of leads.
10. The system of claim 8 , wherein the step of selecting individual leads, based on the determined quantity of leads, comprises selecting the individual leads based on at least one demographic datum associated with the individual leads.
11. The system of claim 8 , wherein the offline events are television and/or radio airings.
12. The system of claim 8 , wherein the step of associating each of the selected individual leads with one of the plurality of offline events comprises associating each of the selected individual leads based on when each of the plurality of offline events occurred.
13. The system of claim 8 , wherein the step of associating each of the selected individual leads with one of the plurality of offline events comprises associating each of the individual leads based on location information related to each of the plurality of offline events.
14. The system of claim 13 , wherein the location information includes geographic information, demographic information, and/or time zone information.
15. A non-transitory computer-readable medium storing instructions that execute a method comprising:
determining a baseline quantity of leads received via a channel during a baseline time period, the channel comprising a method for accessing a network location;
measuring a quantity of leads received via the channel during a predetermined time period;
determining a channel lift quantity of leads by subtracting the determined baseline quantity of leads from the measured quantity of leads;
determining a quantity of leads received via the channel to associate with at least one content element for the channel, based on the determined channel lift quantity of leads;
selecting individual leads, of the measured quantity of leads, based on the determined quantity of leads;
associating each of the selected individual leads with one of a plurality of offline events; and
repeating the steps of selecting individual leads and associating each of the selected individual leads with one of the plurality of offline events, until a quantity of individual leads that have been associated with one of the plurality of offline events equals the channel lift quantity of leads.
16. The non-transitory computer-readable medium of claim 15 , wherein the step of selecting individual leads, based on the determined quantity of leads, comprises randomly selecting the individual leads, of the measured quantity of leads.
17. The non-transitory computer-readable medium of claim 15 , wherein the step of selecting individual leads, based on the determined quantity of leads, comprises selecting the individual leads based on at least one demographic datum associated with the individual leads.
18. The non-transitory computer-readable medium of claim 15 , wherein the offline events are television and/or radio airings.
19. The non-transitory computer-readable medium of claim 15 , wherein the step of associating each of the selected individual leads with one of the plurality of offline events comprises associating each of the selected individual leads based on when each of the plurality of offline events occurred.
20. The non-transitory computer-readable medium of claim 15 , wherein the step of associating each of the selected individual leads with one of the plurality of offline events comprises associating each of the individual leads based on location information related to each of the plurality of offline events, and wherein the location information includes geographic information, demographic information, and/or time zone information.