"For most retailers, measuring the success of an ad is as simple as waiting to see if it drives someone to visit a website. But what about getting shoppers to go to a brick-and-mortar store? Yes, in-store sales are still very much a thing in 2025. In fact, YouGov data shows that 37% of U.S. adults shop equally online and in-person. So for marketers with retail locations, ensuring their online advertising has an impact on offline sales is critical."
"Turning ad exposure into real-world sales data To find the signal amid all the noise, Saatva partnered with Tatari to build a model that connects TV ad spend in specific geographic areas (known as DMAs, or designated market areas) with weekly store sales dating back to 2023. The challenge: differentiating between sales that happened because of advertising and those that would have happened anyway. So Tatari's data science team accounted for everything from regional shopping habits to national holiday promotions. Beyond ad spend and store receipts, Tatari's model also factored in: The ad echo, or carryover effect. A"
Retail marketers need methods to measure whether online and TV ads drive offline store visits and sales. YouGov data shows 37% of U.S. adults shop equally online and in-person. Saatva operates online and in 22 U.S. showrooms and observed correlations between TV ads and branded search plus website traffic. Saatva partnered with Tatari to build a DMA-level model linking TV ad spend to weekly store sales back to 2023. Tatari adjusted for regional shopping habits, national holiday promotions, and baseline sales to isolate advertising-driven purchases. The model also incorporated ad carryover effects to capture delayed responses.
Read at Modern Retail
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