search marketing blog: ambergreen

Marketing Pilgrim has posted an interesting article gleaned from the keynote speech by a Senior Director of Advertiser Product Marketing for Yahoo! Search Marketing, who told an audience at an eComXpo keynote speech that it is vital to track offline conversions as 92% of conversions happen offline.

With no idea where these statistics came from, they are hard to qualify, but this is astounding data.  John Kim told delegates that only 1% of conversions take place during the initial visit, with another 7% converting online at a later date.

Now the problem is how to go about tracking this 92% of offline conversions.  Comparative trend analysis can go someway to helping you, but it is by no means an exact science, and until a more reliable method comes along, the chances of being able to accurately define if this is true for your brand will be slim. 

Posted in Yahoo!, Paid Search, Stats & Research |