Measuring Offline Marketing Effectiveness In COVID-19 Times

By Lucas Sommer
Special to RBR+TVBR

The COVID-19 global pandemic has put a significant dent in the operations of many businesses across multiple industries. These unprecedented times have impacted enterprises in virtually every country, whether they be sole proprietorships or multinational corporations. While most have been hit hard, some are doing extremely well.

Companies that are thriving in the current environment include Amazon, virtually every grocery store and, of course, the oh-so-essential corner liquor store. While business has changed significantly over the last two months, one thing remains the same: the need to track behavior as customers weave their way through the buying journey.