Introduction to Nonline Analytics – True Multi Channel Analytics

Contrary to popular belief, marketing especially in the developed world is neither purely online nor purely offline, it is nonline.

In nonline marketing we do not prioritise online marketing channels/touchpoints over offline marketing channels/touchpoints and vice versa, as customers can go back and forth between the two depending upon:

# The stage they are in their purchase cycle.

# The type of product/service they are purchasing.

# Value of the purchase. For example not many feel comfortable making a high value purchase from a mobile device.

# Their comfort level with the technology. Some people prefer making purchase online, some offline.

# The type of tools and technology available to them. For example not every person has got access to high speed broadband. So their purchase behavior is going to be different.

In a nonline marketing world, a custom purchase journey is very different and often complicated.

Customers go back and forth between digital and non-digital channels to make informed purchased decision:


Form the chart above we can conclude that the customer purchase behaviour is not linear.

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If you are a multi channel retailer with both online and offline presence, then you should execute “nonline” marketing campaigns and measure effectiveness of such campaigns.

A nonline marketing campaign is created and executed, taking both online and offline exposure/touchpoints into account.

True multi channel analytics is nonline analytics.

When we talk about nonline analytics, we do not measure just the online customer purchase journey or just the offline customer journey but we measure the overall customer journey which include exposure to both online and offline marketing channels/touchpoints.

So we no longer run marketing campaigns just to boost online sales or just to boost offline sales.

We run campaigns with the aim to increase both online and offline sales and improve customer experience across digital and non-digital channels.

In a nonline marketing world, we cannot afford to ignore the online impact of offline campaigns and offline impact of online campaigns.

We need to take overall impact into account in order to improve ROI across marketing channels.


Why you should care about nonline analytics?

Since customers’ behavior is usually not linear, their conversion path can include series of interactions (exposures) with dozens of marketing channels (both online and offline channels).

This makes their purchase journey very hard to understand.

If you do not take into the account the role of various online and offline channels in creating conversions then you won’t be able to understand your customers actual purchase journey and more likely attribute conversions to wrong marketing channel and lose money.

In a nonline marketing world, no channel is solely responsible for creating conversions.

Different channels work together to create conversions.


The role of ‘Primary Key’ in nonline analytics

Primary key is a term used in MS Access (a database management system from Microsoft).

This key is used to uniquely identify each record in a table.

In the context of nonline analytics, primary key is used to connect and merge the online and offline marketing data.

By merging such data you can measure the impact of offline campaigns on online campaigns and vice versa.

Without primary key, you cannot do effective nonline analytics because there will be no way to tie online visits/conversions to a stimulus (thing or event that evoked activity) from an offline campaign and vice versa.

You can use: ‘Vanity URLs’, ‘Promo codes’, ‘Coupon codes’, ‘surveys’ etc as primary key.

If a vendor/consultant promise to do nonline analytics for you then ask him one simple question:  “What will be your primary key”.

If he cannot answer this question, then he does not know, what he is talking about. 



Attribution Modelling in Google Ads and FacebookAttribution Modelling in Google Analytics and Beyond

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  • Learn to implement attribution modelling in your organisation
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Other articles on Attribution Modelling in Google Analytics

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  3. Default and Custom Attribution Models in Google Analytics
  4. Attribution Model Comparison Tool in Google Analytics
  5. Which Attribution Model to use in Google Analytics?
  6. How to create Custom Attribution Model in Google Analytics

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  2. Google Analytics Attribution Modelling – Complete Guide
  3. Guide to Data Driven Attribution Model in Google Analytics
  4. Conversion Credit distribution for Attribution Models in Google Analytics
  5. You are doing Google Analytics all wrong. Here is why

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  3. How to set up Data driven attribution model in Google Analytics
  4. How to valuate Display Advertising through Attribution Modelling
  5. Understanding Shopping Carts for Analytics and Conversion Optimization

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  2. Understanding Missing Touch Points in Attribution Modelling
  3. Guide to Offline Conversion Tracking in Google Analytics
  4. How to explain attribution modelling to your clients
  5. 6 Keys to Digital Success in Attribution Modelling

  1. How to use ZMOT to increase Conversions and Sales exponentially
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  5. What You Should Know about Historical Data in Web Analytics

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  2. How Does Attribution Work?
  3. How is Attribution Modelling helpful for e-commerce and non-e-commerce websites?
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Do you know the difference between Web Analytics and Google Analytics?

99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).

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Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.

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You learn data analysis and interpretation from Web analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.

You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

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My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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