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Barometric Device Graph measures direct mail effectiveness

Barometric Direct Mail has released a new solution designed to holistically track and measure the effectiveness of direct mail in driving both online and offline conversions. Using its propriety Device Graph, Barometric explains it is able to track direct mail and match it to consumer engagement and conversion with the brand, without the need to capture user data, use tracking codes, or create custom URLs.

With Barometric’s Device Graph, marketers can view their online and direct mail campaigns as one cohesive unit in order to see how they work together and understand consumer shopper behaviour across all environments. Barometric’s Device Graph allows users to unify the many online and offline IDs of their customers into a single user/household. As customers go through marketing touch points across media, channels and devices on their digital and physical path to purchase, Barometric’s conversion data aims to give marketers the ability to better understand whether and when they’ve reached the same consumer on multiple devices, platforms and screens.

Additionally, the Barometric Direct Mail suite allows for the customized targeting of a user who has digitally or physically engaged a brand. For example, when consumers open shopping carts and do not complete their purchases or fail to complete a form submission on a brand’s website, the Barometric Device Graph is able to match the consumers who abandoned their carts or online forms to their household addresses and re-engage these consumers offline with direct mail to increase brand interaction and drive form completions.