Challenges

  • Drive customers to eCommerce and brick-and-mortar stores
  • Uncover keywords that drive purchases and allocate more budget to those keywords
  • Run advanced analytics across multiple engines to understand online versus in-store shopping behavior

Solutions

  • Set up on-site cookie synchronization to map offline transactional data to Kenshoo click data
  • Optimized paid search efforts using offline data through Kenshoo
  • Activated Kenshoo Portfolio Optimizer (KPO) to ensure keyword coverage and improve offline conversion rates

Results

  • Gained understanding of and ability to report on online and offline conversions in one central location
  • Discovered the online-to-offline customer path-to-purchase
Read the Full Infinity Awards Entry