Post on 21-Jun-2015
description
Rakuten Attribution
Measuring the Modern Shopper
Presented by Lewis Lenssen
Commercial Director
Rakuten Attribution
Measuring the Modern Shopper
• What is driving the complexity?• The Challenge• Is it worth it?• What are they doing better?• Conclusion• Questions
Agenda
Rakuten Attribution (formerly DC Storm)• Pioneers in tracking, attribution and measurement• Over 2,000 tracked websites with configured attribution• Tracking ~100M events and £9m of sales per dayAbout me• 5 years leading and building a search agency• 1 year social media and online PR consultant for retail
brands (focusing on measurement and valuation)• 5 years as Commercial Director of DC Storm
Background
2004
2014
What is driving the complexity?
Why is the marketer’s world so complicated?
Modern shopper behaviour
Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 2014 -
2
4
6
8
10
12
Visits in Converting Journeys
Source: Rakuten Attribution Client Sample
Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 20140
0.5
1
1.5
2
2.5
3
3.5Marketing Channels in Converting
Journeys
Modern shopper behaviour
Source: Rakuten Attribution Client Sample
60 /Of customers that have bought
have used more than one device.
Modern shopper behaviour
Source: Rakuten Attribution Client Sample
Identified a direct relationship between rainfall and purchase channel.
Modern shopper behaviour
Source: The Guardian
The Challenge
The Challenge
Rubik’s cube analogy
Measured Success solutions
Data In
FROM 3rd parties
Data Out
TO 3rd parties Attribution Engine
Measurement Hub
Periodic refreshes
Is it worth it?
• Stores that excel online had a bumper Christmas
• Those without a multichannel strategy struggled to keep up
• Multichannel was key to driving growth
Retail performers
• 7% overall sales growth and 28% online • 70% growth in ‘Click and Collect’ utilising Waitrose• 1/3 customers who used ‘click and collect’ bought
additional items in store
Retail performers
• Like-for-like sales for the three weeks leading up to 28th December rose 7.3%, with online sales up by almost 58%
• ‘Buy and Collect’ stores growing and evolving
Retail performers
• Online sales grew to 46% • ‘Click and Collect’ accounts for 1/3 of
business• Partnership with eBay
Retail performers
• Over 50% of stores were down on week of Feb 8th compared to the same week last year
• Online sales were up by 17.7%, helping the company to post a 3.3% sales rise in the week
Retail performers
What are they doing better?
What are they doing better?
Budget Planning
Channel Optimisatio
n
Supporting Performanc
e Media
Trading Analytics
Marketing budget planning
PPC
SEO
Direct
Affiliate
Display
TVEmail Social
• Completely revised budgeting process – significant investment in targeted display (previously understood not to work)
Budget calculator
• Cut 25% of the overall budget with a goal to minimise the impact on performance
Budget calculator
Channel optimisation
• Quality, granular performance data is far more important than the choice of optimisation or automation tool
• 15-30% improvement in performance just by using attributed data
• Even channel optimisation has to take some account of customer journeys and the relationships between channels
Channel optimisation
Supporting performance media
Everyone grows harmoniously together
• Introducing visitors • Monetise content sites• 100% performance marketing• Networks to make the process efficient• Compromise - One click wins!
Affiliate founding principles
Affiliate marketing reality• All focus on the bottom of the purchase
funnel• Crowded market driving down margins• No reason to contribute to the top • Limited top funnel marketing often
managed directly between Advertisers and Publishers
• Payments made on attributed sales• Attribution across device• Attribution across online and offline
Rediscover the dream
Trading Analytics
“Is it worth it?”
Conclusion
Measuring the Modern Shopper - the key to success
Conclusion
Measuring the Modern Shopper
Performance Marketing Insights
Thank you for listening
Questions