Ways Retailers Have Historically Attempted To Measure

Just heard Sucharita Mulpuru (Senior Analyst, Forrester Research) just speak, and she shared a very interesting chart from a study that Shop.org and Forrester conducted. It shows some of the wonky and/or complicated ways retailers have tried to measure multi-channel shopping. Interestedly enough, her conclusion was that the easiest and arguably most effective way of measuring this type of behavior are simple and focused surveys. Yes, not glamorous but it is fast and relatively low cost to perform.