Case Study
Understanding the Total Marketing ROI
the rundown
PC City Computer Superstore (part of the DSGi group) used Google search query volume to understand their total media and marketing effectiveness. They found that the internet delivered 16% of their total sales overall, more than any other sales driver. They also found that for every Euro they spent on paid search, they realized a return of over 30 Euro in sales.
The Goals
- PC City wanted to see how paid search contributed to offline sales
The Approach
- Built a mixed marketing model
- Included proprietary Google search volume data to see full scope
The Results
- Found that 16% of total sales came from online
- Discovered that every Euro in search lead to 30 more in offline sales
- Changed their ad spend to allow for more paid search
- Published March 2011
- Topics