This white paper discusses strategies for maximizing profits through multichannel measurement and search engine marketing. It notes that in 2004, two-thirds of consumers researched products online but bought them offline, showing the importance of optimizing cross-channel purchasing behavior. The paper presents solutions for measuring cross-channel activity and recognizing customers across channels to improve the customer experience and increase sales through a unified marketing strategy.

1. WHITE PA P E R
Multichannel Measurement:
Search Engine Marketing:
Strategies for Success Profit with Web
Maximizing
Analytics
InTRoducTIon
In 2004, two-thirds of consumers researched a product online only to buy it offline. This
percentage drastically increased from a mere one third of consumers in 2003. As the
lines between channels continue to blur, the need to measure, understand, and opti-
mize cross-channel purchasing behavior is emerging as a critical business requirement.
Whether your customers are shopping at stores, ordering from your catalogs, or visiting
your Web site, you need to meet their desires by presenting a unified front, giving them
the same functionality in each channel and recognizing how much their business means
to you. In this paper, we’ll discuss solutions for measuring and optimizing cross-channel
activity, h