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@gmail.com,

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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$0.00

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

$0.00

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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