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