Connecting offline and online touchpoints along the customer journey is more important now than ever. Omni-channel marketing allows a seamless customer experience across various touchpoints, channels and devices. Until now, there was no valid market measurement focused on online behavior and the actual point of sale visit.
Online to offline measurement with Google Store Visits
In collaboration with Mercedes-Benz Germany, the German dealer network, the Mercedes-Benz Global Media Unit, the AMQ media agency and Google Germany, we have successfully implemented a new approach: Google Store Visits.
For the first time, we can bring a user’s interaction with a digital ad into direct context with his or her actual visit to the dealership (the point of sale).
Measurement of Google Store Visits is integrated cross-divisionally in the Google Ads campaigns of about 1,000 vehicle dealerships in Germany for sales and after-sales of Mercedes-Benz passenger cars, vans, trucks and Smart.
Data-driven decision – valuable findings for sales and marketing
The data provide a look into the relevant details over the timespan between an advertising click and the actual point of sale visit, as well as the distance between the customer and the dealership. Moreover, we can evaluate the cost of generating a “store visit”, for example.
The results have a strong influence on future sales and marketing strategies, because we have assessed customer behavior both throughout Germany and internationally with 10 participating markets. The concept will now be used and communicated as a blueprint and best practice for the global rollout.
In our white paper (PDF) you can find details on the approach and the technology behind it, on performance insights from the pilot campaigns and on the background and next steps.
For the project “Online to Offline Measurement With Google Store Visits”, we received a 2021 Best of Consulting award from WirtschaftsWoche with third place in the Marketing category, prevailing over strong contenders.
“What a great award!” project managers Julia and Isabel at Mercedes-Benz Consulting enthused. “With Store Visits, we are setting a new milestone in data- and digitally driven marketing measurement,” they further explained.
“This kind of unusually great collaboration absolutely must be recognized,” says our client Sabrina Hölle from Mercedes-Benz Sales Germany about the award.
Photographer: Frank Beer.