Target Study Measures Online Advertising Spend Impact on Offline Sales ROI

Overview

In the retail landscape where the traditional marketing mix is continually evolving, quantifying the accountability of advertising is essential to campaign strategies and can be critical to success. By studying the impact that online advertising has on offline sales and Return On Investment (ROI) compared to the traditional media frontrunners, Target gained insight to more profitable and cost-efficient ways to leverage their ad spend. Using Market Evolution's control-exposed methodology, participants were sampled in three ways: telephone random digit dial survey web-wide sample: respondents were randomly invited to take the Target survey over the course of the campaign through an online invitation.