Geary LSF to Track Impact of Online Advertising On Off-line Sales With Development of New Attribution Process

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The agency’s iTribution Project brings value to marketers seeking answers to age-old attribution complications.

The process we've developed orchestrates all of the moving parts in the path to purchase..

John Wanamaker, the father of advertising, was famously quoted as saying, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Geary LSF has begun to solve this problem.

Geary LSF announced today that they have developed a new process that will allow retailers to accurately measure the impact of online advertising on off-line brick-and-mortar sales. The project, being called ‘iTribution‘, arises from the need for retailers to be able to attribute off-line sales to digital efforts.

“As the digital path to purchase continues to expand, accuracy of attribution has become more important than ever” says Daniel Laury, President and CEO of Geary LSF. “While tools such as Google Analytics and Adobe SiteCatalyst are available to track contributors to the online purchasing process, we recognized a need for our clients to be able to track the direct impact of their online advertising campaigns on their off-line sales.”

A customer’s journey from awareness to conversion happens across multiple visits, devices and touch points. From traditional media like television, radio, print, and outdoors, to digital media consisting of websites, SEM, Display, and Social, each of these channels can contribute to the final sale, but to what extent?

Steve Haar, Executive Vice President of Product Development at Geary LSF, and lead of the iTribution project, says the agency’s project will shed light on extent of contribution by channel, “With the iTribution project, the process we’ve developed orchestrates all of the moving parts in the path to purchase allowing us to track attribution seamlessly whether the sale happens online or off-line, and no matter how many touch points a user encounters before purchasing.” He went on to say, “The result of the iTribution project is a much more efficient media planning and buying process, enabling performance improvements, realistic budget and goal setting, and ultimately, better results from marketing efforts”.

Geary LSF is partnering with select vendors as they initiate this process with an exclusive group of retailers, with plans to scale and expand the project shortly.

About Geary LSF Group
Geary LSF is an integrated full-service online marketing group that delivers more results per campaign by uniquely optimizing the digital customer engagement path. It provides advertisers with comprehensive services all under one roof: from Strategy to Development, Media Planning to Placement, SEO, SEM, Analytics, Social, Local and Mobile media services. Headquartered in San Francisco, California, the 240-people strong Geary LSF Group has offices on two continents and manages campaigns for more than 450 brands worldwide including Club Med, Target, WD-40, Bumble Bee Foods, MobiTV, Megapath, Aramark and several others. For more information, please visit http://www.gearylsf.com

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Katie Colleton
Geary LSF
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