Mobile programmatic and audience intelligence platform NinthDecimal has launched a new website-to-store attribution solution in a bid to help marketers more efficiently connect digital assets to offline sales. The product is being billed as the first of its kind, providing retailers with a clearer picture of the interplay between e-commerce and in-store activities.
An expansion of the company’s existing Location Conversion Index (LCI), NinthDecimal’s new Website LCI serves as an always-on measurement tool that brands can use to track how different web properties, product categories, audience segments, and offers are performing. With this data in hand, retailers will then be able to optimize their digital strategies to increase website-to-store conversions.
Brands can also use Website LCI to target audience segments based on website visitation for campaign activity.
NinthDecimal believes that its new product will become a key tool for brands looking to better understand omni-channel shopping behaviors, which have become critical to success. Website LCI was designed to fill this blind spot and give brands insights to build marketing strategies designed around real world KPIs.
“As more brands implement Website LCI to regularly test how different web properties, product categories, offers, and site traffic strategies — like paid search versus organic search — perform, it will become a vital tool for optimizing their website and other digital assets towards offline conversions,” says NinthDecimal President David Staas.
Before bringing the solution to market, NinthDecimal partnered with Ansira, a digital, CRM, and channel marketing agency, on a test launch.
“NinthDecimal has been working with Ansira for the last year as their preferred measurement provider. During that time, we have executed location data driven marketing campaigns for several of Ansira’s marquee accounts,” explains Staas.
According to the company, Ansira clients in the QSR, automotive, and retail verticals using Website LCI found that mobile generated higher incremental lift in store visits than tablet and desktop, and paid search drove the highest website-to-store conversion rates — 1.7x greater than direct website traffic.
NinthDecimal turned the results of its test launch with Ansira clients into a joint study, which the two firms also released this morning. According to the study, websites showed website-to-store conversion rates of less than 10%. But, NinthDecimal’s Website LCI also revealed major differences across verticals. For example, QSR and automotive brands saw higher conversion rates than retail e-commerce brands, even though that pattern reversed when comparing which websites drove more incremental visits.
“The findings from the NinthDecimal and Ansira joint study are based on actual implementations of Website LCI for major QSR, auto, and retail brands,” Staas says. “With this type of marketing insights, these brands have been able to uncover important trends related to their website traffic.”
Staas says it’s only a matter of time until brands wanting to create holistic marketing approaches start looking more closely at the way they blend digital and traditional media, and once they do, he believes Website LCI will become the go-to resource for linking those marketing initiatives.
Staas also sees the new Website LCI solution as a reflection of NinthDecimal’s commitment to building the industry’s most complete omni-channel solution for marketers to link offline performance metrics to marketing strategies.
“With this release, we expand our measurement portfolio to include those media strategies which have historically been aimed at only at generating site traffic, now providing a more comprehensive view of marketing impact across the business,” he says. “This builds on how we are already helping brands measure the effect of digital advertising, TV advertising across linear, addressable and OTT, as well as OOH, print and other forms of media.”
Stephanie Miles is a senior editor at Street Fight.