The session "Measuring Search & Offline Marketing Success" touched on the importance of tracking offline conversions that start through search.
(Coverage ofOffline look at TV, radio, print and other media. Online look at social media, content, search and email.
It's important to understand that it's a step-by-step process learning how customers come to you.
Different marketing channels will initiate customer interactions. Capturing offline conversion is key. Work to understand where the value lies for you.
Chris Knoch, Principal Consultant for the
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