How do you track online lift from an offline campaign, such as a promotional event, coupon campaign, or TV spot? Check out this article by Melissa Campanelli for DMNews : "Careerbuilder.com Uses Web Analytics to Track Online Lift."
To sum it up, online recruitment and career site Careerbuilder.com used Google Analytics to measure the increase in traffic that resulted from offline promotions. They launched a college campus educational campaign where they "sponsored career fairs, athletic and social events and also organized guest speaker events to give students a chance to learn about career opportunities." Over a few months, Careerbuilder.com threw eight different activities at 50 campuses and then systematically studied incoming traffic. One event, according to Nathan Lippe, collegiate marketing manager at CareerBuilder.com, generated "off the charts" traffic to the site. What happened? Mr. Lippe was able to determine the cause of the traffic spike, refine the campaign strategy, and repeat the instance of unexpectedly impressive success. Take a look at the article for all the details on how he did it.
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