If you can't measure it, you can't improve it. Marketing needs to prove its ROI even in a digital realm.
As marketers, we hear it all the time: We need to understand the consumer journey. It's impossible for legacy marketing metrics to keep up with the modern path-to-purchase, where consumers are exposed to several touch points through multiple devices and exhibit behaviors often inconsistent by category, or even by purchase history.
Affiliate marketing programs offer ways to identify and analyze consumer behaviors that lead to purchases -- something that should be top-of-mind for all retailers, particularly as we draw closer to the most crucial shopping time of the year.
What's fascinating is how important digital influences are to driving in-store sales. A recent report by Deloitte Digital revealed just how much online activities contribute to offline sales -- get ready to have your mind blown: