Capturing digital conversion from direct mail
THE CHALLENGE
A technology-based fitness equipment manufacturer turned to Claritas to track and measure the true performance of their direct mail campaign by accounting for digital conversion.
HOW WE DID IT
Using the Claritas Identity Graph, the retailer matched people who were sent mailers to their digital devices. From knowing the devices, Claritas determined whether the households who were sent emails went online to research, shop for, and purchase their fitness equipment. By being able to attribute conversions to digital devices and multiple devices to direct mail exposure, the fitness equipment manufacturer gained a complete picture of their direct mail performance.
THE CLARITAS EFFECT
798,212 mailers tracked
4,773,826 devices matched
6% engagement
INTELLIGENCE YOU CAN USE
Typically, QR codes and vanity URLs under-report the performance of direct mail. To get the most accurate measurement of the performance, it’s crucial to attribute your audiences online behavior. With the most robust data available, the Claritas Identity Graph can measure conversion by device.