Comments on: Yahoo: 92% of Conversions Happen Offline

By: PPC Hero: Heroic Feats of Pay Per Click Management : PPC Weekly Roundup 3/27/2007

Wed, 11 Apr 2007 15:03:45 +0000

[...] Yahoo: 92% of Conversions Happen Offline [...]

By: PPC Hero » Blog Archive » PPC Weekly Roundup 3/27/2007

PPC Hero » Blog Archive » PPC Weekly Roundup 3/27/2007 — Fri, 30 Mar 2007 20:12:34 +0000

[...] Yahoo: 92% of Conversions Happen Offline http://www.marketingpilgrim.com/2007/03/yahoo-92-of-conversions-happen -offline.html [...]

By: PPC Weekly Roundup 3/27/2007 « The Adventures of PPC Hero!

PPC Weekly Roundup 3/27/2007 « The Adventures of PPC Hero! — Tue, 27 Mar 2007 20:41:37 +0000

[...] Yahoo: 92% of Conversions Happen Offline http://www.marketingpilgrim.com/2007/03/yahoo-92-of-conversions-happen -offline.html [...]

By: Jordan McCollum

Jordan McCollum — Thu, 22 Mar 2007 13:52:19 +0000

They didn’t mention a source in the audio or the visuals, but I’ll bet that’s it.

By: Daniel R

Daniel R — Thu, 22 Mar 2007 06:31:05 +0000

Jordon,

That’s a very interesting stat. Is there a source of that? All I could online is this 2004 comScore tidbit:

“The comScore research studied the buying activity of Internet users who conducted a consumer electronics or computer (CE/C) search at one of the top 25 search engines in Q1 2004. Among the other findings, the study revealed that 25 percent of searchers ultimately purchased a CE/C product and that an estimated 92 percent of these purchases occurred offline. Among the 8 percent of post-search purchases that were made online, the vast majority occurred in subsequent user sessions (not directly after a search click-through).”

Link:
http://www.comscore.com/press/release.asp?press=526

By: Local Shopping: Why Are People Surprised? « Screenwerk

Local Shopping: Why Are People Surprised? « Screenwerk — Wed, 21 Mar 2007 14:12:53 +0000

[...] Local Shopping: Why Are People Surprised? Andy Beal repeats a Yahoo! stat: 92% of conversions happen offline. People often react to this type of news as if they were being told that aliens had landed on planet Earth. What? [...]

By: lyndonmaxewell

lyndonmaxewell — Wed, 21 Mar 2007 04:36:54 +0000

Since Yahoo! is an online company, it makes sense if they are able to track online conversions and not offline ones. I seriously wonder how they manage to come up with those figures, and where.

By: knupNET

knupNET — Wed, 21 Mar 2007 04:14:50 +0000

I know you said you don’t know – but I would LOVE to see where that 92% came from? That seems way to high. I’ll put some more thought to it but initially it just seems like that number is way high. Thanks for the article.

By: Steve Morsa

Steve Morsa — Wed, 21 Mar 2007 00:02:53 +0000

One way to greatly improve such tracking ability is if/when (the most astute are already doing this) the merchant offers bar-coded, website ID’d coupons; which would be entered upon check out at the B&M.

Note also this good/bad news should such tracking systems become commonplace: Higher CPCs due to more accurate ROI measurements…

…as an aside, the next wave of advertising will include a more accurate, simpler-to-use, and reduced click fraud form of PPC advertising where companies are able to bid directly on the traits and characteristics (keytraits) of their most desired customers, instead of just the words we all enter into the search boxes.

By: Tyler Banfield

Tyler Banfield — Tue, 20 Mar 2007 23:36:18 +0000

Wow, I knew that the % would be high, but I would have thought it to be in the 70-80% range.