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Cookies and similar technologies are used on this website for proper function of the website, for tracking performance analytics and for marketing purposes. We and some of our third-party providers may use cookie data for various purposes. Please review the cookie settings below and choose your preference.
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There is perhaps no challenge greater than tracking offline impact of your online presence (campaigns or other activity). It is perhaps one of the last few complex nuts left to crack. Why? Because it is hard. Not impossible. Just hard. And for now it is equal parts quantitative, qualitative and faith. This post bravely attempts to: 1 ] Highlight the importance of holistic multichannel analytics. 2 ] Outline why online to offline tracking is a difficult exercise, atleast for now. 3 ] Provide you
If you are using a modern web analytics tool (tag based or log based) it is quite likely that it is using cookies for tracking purposes. In my conversations it is embarrassingly common to find a lot of FUD and confusion and lack of understanding (or appreciation of!) cookies and the role that they play in any analytics done on the web. Hence my attempt at this simple easy to understand primer.
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