Even in our increasingly online world, the vast majority of retail sales still happen offline — according to U.S. Census Bureau research, more than 94 percent of retail activity still happens in the physical world. This presents an interesting challenge when trying to measure the impact of marketers’ online advertising.

In partnership with Datalogix (DLX), a company that specializes in measuring the offline impact of online ads, we’re announcing a new capability we call “offline sales impact” to answer that challenge. Starting today, we can now quantify the impact of Promoted and organic Tweets on offline sales for consumer packaged goods (CPG) businesses in the United States.New Twitter Metrix Shows Paid and Organic Tweets Are Driving Sales [blog.twitter.com]