Types of Online to Offline Attribution
There are a few different types of online to offline attribution methods available.
Foot Traffic – this method measures how many people who saw your ads went into one of your stores or a store where your product is sold. Your attribution partner will capture mobile device IDs through beacon technology and match these IDs back to your campaign.
Point-of-Sale Data – the point-of-sale (POS) data attribution method measures credit card purchases made in one of your locations. The credit card company will usually partner with a data company to tie purchase information back to your campaign.
Panel Data – this method captures user location data through an opt-in panel. Users are asked about their locations through an app on their phone, and this data is tied to a unique ID, which is then matched back to your campaign.
Varied Data Source Matching – this method combines several types of data to create a proprietary attribution method. Goodway’s Auto Purchase Attribution is an example of this attribution type, as it combines Polk DMV purchase data with Oracle household ID data and our campaign data together to create an attribution report.