Multi-Channel Data Activation: Closing the Divide Between Offline and Online
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Transcript of Multi-Channel Data Activation: Closing the Divide Between Offline and Online
Multi-Channel Data ActivationClosing the Divide Between Offline and Online
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The Offline World is Big
Consumer Spend
Total Commerce
$4.5T
E-Commerce $263B How do I connect
marketing spend to in-store sales?
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Traditional PII
• CRM• Loyalty• POS• Call Center• Email
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The Digital Divide
Anonymous Digital Identifiers• Display• Search• E-commerce• Website • 3rd Party Sites
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The Digital Divide
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The Digital Divide
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Traditional PII
• CRM• Loyalty• POS• Call Center• Email
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The Digital Divide
Anonymous Digital Identifiers• Display• Search• E-commerce• Website • 3rd Party Sites
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The Digital Divide
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The Digital Divide
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The Power of Connected Data
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Measure the Impact of Online Spend on Offline Sales
$34
$10
$76
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The Power of Connected Data…
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Look-Alike Modeling Search Site OptimizationRetargeting
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The Onboarding Process
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LR Device ID:
1234, High value customer
Data Management Platform
Media Platform
Attribution Platform
DataOnboarder
Email PostalDatabase
Match WebsiteLogin
Marketer
Travis May, 680 Mission, SF
Last Purchase Date: >30 days
Last Purchase: Tee
Lifetime Spend: $700
Travis May, 680 Mission St.
San Francisco, 94105-1234
Case Study: Big Box Retailer
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Retailer Needed Precision & Accountability
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Customer Base Is Aging & Coupon Dependent
Traditional Media & Model Effectiveness Is In Decline
Newspaper
Retail Sales Are Difficult To Align With Digital KPIs
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Program OverviewActivate A Customer-Focused Digital Program To Drive Offline Sales
Increase RetailConversion Rate
Reduce Retail Cost Per Acquisition
Increase RetailReturn On Ad Spend
Activate AudiencesFor Accuracy
Optimize MediaFor Efficiency
Maximize InsightsFor Efficacy
Omnichannel Customer Segmentation
Programmatic Media &Personalized UX
Offline Retail Sales Measurement & Attribution
KPIsProgramsGoals
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Program ArchitectureEvaluate, Activate, & Optimize Marketing Technology for Retail
Customer DatabaseCRM OnboardingDMP SegmentationOffline Sales Match
CRM SegmentsWebsite SegmentsProspect Modeling
Usability & TestingCreative & UXPerformance Media
Reporting UIMedia Mix AttributionEcom & Store Sales
SocialEmail Search DisplayMobile
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Visitor Segmentation & Retargeting2 Prospect Segmentation
& Modeling3
• Editorial Readers• Product Browsers
• Promotional Shoppers
• Persona Profiles• Lookalike Models
• Custom Audiences
Brand.com Visitors
Products Promotions
Lookalikes
Activate AudiencesImprove Accuracy To Increase In-Store Conversion Rate
Customer Segmentation & Onboarding1 Visitor Segmentation
& Retargeting2 Prospect Segmentation& Modeling3
• New Customers• Core Customers
• High Value Customers
• Editorial Readers• Product Browsers
• Promotional Shoppers
• Persona Profiles• Lookalike Models
• Custom Audiences
Brand.com Visitors
Products Promotions
Customer Persona #1
300% HigherIn-Store Conversion Rate
Over Display Targeting Average
40% HigherIn-Store Conversion Rate
Over Generic Retargeting Average
80% HigherIn-Store Conversion Rate
Over Predictive Targeting
Lookalikes
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Search Remarketingwith Customer Segments
Dynamic Creative Optimization (Ads & Web)3
• CRM Onboarding• Google RLSA• A / B Testing
• Dynamic Creative Ad Units• Website Personalization
• A / B Testing
Brand.com Visitors
2
Lookalikes
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Dynamic Creative Optimization (Ads & Web)3
• Dynamic Creative Ad Units• Website Personalization
• A / B Testing
Brand.com Visitors
2
Lookalikes
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Optimize MediaImprove Efficiency To Reduce The Cost Per Acquisition
Programmatic Displaywith Premium Features1 Search Remarketing
with Customer Segments
Dynamic Creative Optimization (Ads & Web)3
AD
• Programmatic Platforms• Private Marketplaces
• Viewability & Brand Safety
• CRM Onboarding• Google RLSA• A / B Testing
• Dynamic Creative Ad Units• Website Personalization
• A / B Testing
Brand.com Visitors
2
30% LowerCost Per Acquisition
Over Total Average
20% LowerCost Per Acquisition
Over Control
80% LowerCost Per Acquisition
Over Control
Lookalikes Lookalikes
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Media Insights Based on Segment & Channel Mix
2 Creative Insights Basedon Segment & UX3
• Channel Lift & Funnel Stage• Exclusivity & Frequency• Keywords / Placements
• Usability Research• Ad Testing per Segment• UX Testing per Segment
Media Insights Based on Segment & Channel Mix
2 Creative Insights Basedon Segment & UX3
• Channel Lift & Funnel Stage• Exclusivity & Frequency• Keywords / Placements
• Usability Research• Ad Testing per Segment• UX Testing per Segment
Maximize InsightsImprove Efficacy To Increase Return On Ad Spend
Audience Insights Based on Segment & Store1 Media Insights Based
on Segment & Channel Mix
2 Creative Insights Basedon Segment & UX3
• Omnichannel Segment Index• Customer, Visitor & Prospect
• Store Locations
• Channel Lift & Funnel Stage• Exclusivity & Frequency• Keywords / Placements
• Usability Research• Ad Testing per Segment• UX Testing per Segment
Action: Refined Personas & In-Flight Optimization Plan
Action: Optimized buying rules and digital budget
allocations
Action: Redesigned ads and website experience
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Program ResultsConsistent Improvement Quarter Over Quarter
Maximize InsightsFor Efficacy
Optimize MediaFor Efficiency
Activate AudiencesFor Accuracy
Conversion Rate
Cost Per Acquisition
Return On Ad Spend
KPIs Q2 – Q1
40%
35%
30%
.15%
$3
10:1
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RecommendationsTips For Your Online-To-Offline Attribution Program
Media Metrics (CPC vs CPA): Focus on CPA - don’t shift your budgets in-flight based on CPC
Creative Messaging & UX: Analyze which groups don’t perform and why (discover hidden micro-segments)
Media Buying Rules: Exclusivity and Frequency are easy ways to save 25% or more of your budget
Adoption of Attribution Program:Align attribution data w/ internal sales reports ASAP (MMO, contribution, etc)
Audience Segmentation: Pick one primary data source for all index reports (CRM, media, attribution)
Data Reporting: Build custom dashboards to simplify your marketing narrative
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Next StepsOnline-To-Offline Attribution Program Expansion in 2014
Pilot Programmatic TV: Increase efficiency of TV buys by integrating a programmatic TV pilot program
Cross-Device Campaigns: Enhance the customer experience by activating cross-device campaigns to CRM segments
Faster Optimizations:Optimize digital media by connecting offline sales feed directly into RTB platforms
Omnichannel Reports:Advance forecasting and budget allocation by integrating Media Modeling with Digital Attribution
Improve Viewability: Increase the effectiveness of buys by increasing viewability across placements
Competitive Scorecards:Steal share from competitors with new competitive scorecards in the reporting UI
The Next Frontier: Cross-Device
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The Rise of Mobile
Consumer Behaviors67% of consumers use multiple
devices when shopping
Growth in Mobile Ad Spend
2012 2013 2014 2015
$32.43 $32.98 $33.12 $32.12
$4.36 $9.60
$14.97 $21.24
MobileDesktop
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The Power of Connected Data…
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Cross-Device Attribution
$34
$10
$76
Cross-Device Retargeting
Abandoned Cart
Later
Display Ad
Cross-Device Suppression
Thank You!
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