This is the sequence that a website visitor has taken to the desired action, for example a purchase. Online, through Google Analytics, you can easily see which path someone has taken to the online purchase. But there are also combined online and offline conversion paths.
A customer or prospect is fed an e-mail message online, enticing them to go to a landing page on the site. There, you can see that someone has visited the site a few times and keeps dropping out. This is a great time to send a physical Direct Mail.
With digital print, we can fill the mail pack with the pages he or she has visited online. With a good action offer, you can still entice the customer to buy something. This can be done online with a unique code found in the mail pack, or in a shop upon presentation of the action card. The card also contains the unique code. So we can perfectly measure that the customer makes the purchase from the physical Direct Mail.