Establishing an accurate relationship between on-line marketing spend and off-line sales in-store has been notoriously difficult. Carphone Warehourse realised that understanding this was crucial. Working with Google, regression analysis on 2+ years of search and other media spend matched with sales data showed that search drove 3 sales in-store for every 1 sale online. This breakthrough means more effective allocation of marketing budget and ads appearing in the right time and place in the consumer journey.


  • Quantify the relationship between online search advertising spend and offline in-store purchases
  • Improve the effectiveness of media spend allocation


  • Partnered with Google
  • Regression analysis of 2+ years of search and other media spend referenced to sales data
  • Use of industry benchmark data


  • Search delivered three sales off-line in-store for every one sale online
  • Insights on when and where advertising works best in consumer journey
  • Better allocation of marketing spend on desktop and mobile
May 2015


The results were awesome. It gives us lots more confidence internally when we are having conversations

- Matt Turner, Head of Digital Marketing, Carphone Warehouse