Adometry - LiveRamp Webinar Deck: The Missing Link
 

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Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013—a 14.8% annual increase over 2012's $225.5 billion. ...

Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013—a 14.8% annual increase over 2012's $225.5 billion.

But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion—as much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only. Targeting isn't about clicks, it's all about sales, and 92% is a large percentage of missing data.

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  • Most analysis today assumes that purchases happen on the same channel as the advertising. Digital ads drive digital purchases and offline ads drive offline purchases.
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Adometry - LiveRamp Webinar Deck: The Missing Link Presentation Transcript

  • 1. Closing the gap between online and offline purchases THE MISSING LINK
  • 2. John Dietz VP of Applications Adometry PRESENTERS Travis May VP of Product LiveRamp
  • 3. Businesses like a brick & mortar retailer may use multiple channels and campaigns to advertise. THE ATTRIBUTION PROBLEM
  • 4. THE ATTRIBUTION PROBLEM With offline purchases, how can a retailer measure the success of its many ad channels and media?
  • 5. THE ATTRIBUTION PROBLEM Influences and actions come in multiple channels Purchase Decision
  • 6. THE ATTRIBUTION PROBLEM 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Apparell & Accessories Toys & Hobbies Music & Movies Consumer Electronics Video Games/Consoles Jewelry & Watches Offline Purchase Online Purchase Purchases following online research
  • 7. THE ATTRIBUTION OPPORTUNITY Attribution: Assigning value to a marketing activity based on a desired outcome
  • 8. THE ATTRIBUTION OPPORTUNITY Attribution: Assigning value to a marketing activity based on a desired outcome DATA DRIVEN (Probabilistic) 30%10%15%45% Conversion
  • 9. THE ATTRIBUTION OPPORTUNITY Attribution: Assigning value to a marketing activity based on a desired outcome DATA DRIVEN (Probabilistic) 30%10%15%45% Conversion
  • 10. OnlineOffline DSPs DMPs Ad Networks Attribution Platforms Exchanges WHAT LIVERAMP DOES Customer relations and sales from online and offline verticals CRM with PII is siloed to CRM purposes. Anonymous segmented cookie lists Integrated and sent to online platforms LiveRamp strips PII, enabling data for online ads. Auto Retail Travel Telco Financial
  • 11. WHAT ADOMETRY DOES Attribution Optimization Ad Verification Digital Channels Offline Channels Audience & 1st Party Data Custom Reports CRM Keyword RTB DSP RTB GUI
  • 12. LIVERAMP’S ATTRIBUTION PROCESS ① Advertiser provides CRM File with purchase data to LiveRamp ② LiveRamp matches CRM data to cookies and syncs data to Adometry. Result: Adometry can now tie impressions on its cookies to offline purchase data synced by LiveRamp.
  • 13. ① SECURE FILE TRANSFER Advertiser sends LiveRamp CRM File Advertiser Email Name Postal Address Purchased in last 6mo High value (Spends $500/year or more) Paint Purchaser Male/Femal e alsmith@gmail.com Al Smtih 2344 Hearst Ave, Richmond CA Yes Yes Yes M Susan Lee 520 Broadway, New York, NY, 10012 Yes No No F john@gmail.com John Doe 36866 Lomba do Crucero, Pontearas No No Yes F jane@gmail.com Grünwalder Str. 16 München, 81547 Yes Yes No M
  • 14. ② ACTIVATE WITH ADOMETRY We anonymously tie CRM data to cookies Adometry Cookie ID Purchased in last 6mo High value (Spends $500/year or more) Paint Purchaser Male/Female 123 Yes Yes Yes M 234 Yes No No F 345 No No Yes F 456 Yes Yes No M
  • 15. RESULT: SMARTER ANALYTICS Adometry can now attribute to all conversions • Which channels influence offline purchases? • Which audiences are responding offline? • What creatives are driving people to stores? • How should spend be adjusted to increase overall revenue?
  • 16. ADOMETRY ATTRIBUTE
  • 17. WHAT TO LOOK FOR IN AN ONBOARDER • Accuracy • Scale • Speed • Flexibility • Integration • Privacy and Security
  • 18. PRIVACY AND SECURITY BY DESIGN Protecting consumers and their data, and providing notice and choice. ① No PII in cookies ② Secure silo of customer data ③ Allow consumer opt-out
  • 19. CLIENT CHARACTERISTICS Ideal characteristics for onboarding: • Large budget for online marketing • Large fraction of sales in-store or by phone • Sales process involving collection of some level of PII
  • 20. KEY VERTICALS Retail Travel 20
  • 21. KEY VERTICALS Financial 21 Auto
  • 22. REAL RESULTS Retail brand with significant physical stores Loyalty card program, purchase and revenue Display, search, email, web traffic
  • 23. REAL RESULTS 7MM in-store purchases (one month) 500K attributed to digital (68% multi-touch) 75% to Display 15% to Email 5% to Search Multiple touches increases conversion rate Display before email increases conversion by 60%
  • 24. QUESTIONS? Travis May travis@liveramp.com John Dietz John.dietz@adometry.com