Adometry CMO Casey Carey delivered this presentation at the 2013 iMedia Brand Summit in a session titled "Connecting the Dots Between Online Media and Offline Purchases".

1. Exploring the Business Value of Cross-
ChannelAttribution and Optimization
August 26, 2013
for
Connecting the Dots Between Online
Media and Offline Purchases
Casey Carey
CMO
@caseycarey

2. 2
today’s
AGENDA
The Challenge
The Solution
Case Study
Q & A
@caseycarey
#iMediaSummit

3. 3
And Now a Word from Our Sponsor
•What we do…
We power more intelligent marketing
•How we do it…
By providing advanced marketing attribution
and optimization solutions
•Our customers…
For 70+ brands and their agency partners
primarily in the auto, telecom, technology,
travel & leisure, FSI, and retail verticals
•You should care because…
Remarkable results – on average 20-40%
improvement in marketing ROI
@caseycarey
#iMediaSummit

4. 4

5. 5
“SOME THINGS I KNOW AND
SOME THINGS I DON’T”

6. 6
to succeed, modern marketers
must increasingly…
become
data-driven,
but there is a
data deluge.
understand the
customer
journey,
but it is
becoming more
complex.
be multi-channel
in our approach,
but we organize
and measure in
silos.

7. 7
…understanding the true
connection between
marketing and results.
The business challenge…

8. 8
How Does This Sequence of
Events…
Impact This?@caseycarey
#iMediaSummit

9. 9
Attribution Model
• Rules-based (event or
fractional)
• Click-based
• Digital-centric
Conversion Events
• Online only
Actionability
• Inconsistent metrics
• Measures “What
happened?”
Today’s Approach Has Limitations

10. 10
 Data-driven, probabilistic
model
 Leverages user-level
interactions including
impressions
 Full-funnel view of media
performance
 Includes both online and
offline conversion events
Advanced Attribution Provides
Greater Clarity Into Performance

11. 11
Simple v. Advanced Marketing
Attribution
Simple
Advanced

12. 12
Connecting Offline Conversions
to Online Media
CRM, POS,
and Call-
Center Data
Offline to
Online
Match
Advanced
Attribution
Optimization
@caseycarey
#iMediaSummit

13. 13
Case Study – Big Box Specialty
Retailer

14. 14
Case Study - Quick Facts
•Large Specialty Retailer
• 2000+ stores
• North America
•Digital Marketing Channels
• Display
• Organic Search
• Paid Search
• Email
• Direct navigation
• Social
•Offline Marketing
• 4 page FSIs
• In-store promos and events
•Analysis Timing
• April 7 – May 4, 2013
•Online Conversion Events
• Email sign-up
• Coupon download/print
• Store locator
• Gift card purchase
• Appointments
•Offline POS Data
• Loyalty card
• Credit-card look-up

15. 15
Overall Attribution Results – 24% of
9.3MM Attributed to Online Media

16. 16
Offline Attribution Results – 8.5%
Attributed to Online Media

17. 17
Channel Performance
•Conversion to
Cost Index
•Display – 1.1
•PPC – 0.07
•Email – ???
Shift Budget from PPC to Display
DisplayPaidSearch
OrganicSearchDirectNavigation
Email

18. 18
Display Geo Performance
Conversion to
Cost Index
SFO – 0.51
NYC – 0.55
LA – 0.81
CHI – 1.18
ATL – 1.19
DC – 1.30
Re-Balance Display by Geo
Chicago
Atlanta
SanFrancisco
NewYork
LosAngeles
WashingtonDC

19. 19
Paid Search Performance
Conversion to
Cost Index
Brand – 2.35
General – 2.16
Category 1– 0.73
Category 2 – 0.20
Category 3 – 0.90
Adjust Bid Strategy Based on #s
Category1
Category2
Category3
general
brand

20. 20
Display Lift Analysis
Display Lift
Organic Search – 23.3%
Paid Search – 23.3%
Email – 46.1%
Offline Sales– Assisted Channel: Paid Search
Offline Sales – Assisted Channel: Email Click
Offline Sales – Assisted Channel: Organic Search

21. 21
Funnel Stage Analysis
Channel
Site
Adjust Creative Based on Site

22. 22

23. 23
Key Takeaways
•Adapt KPIs to purchase paths
• Each vehicle has a unique role
• Optimal use of each vehicle may require a
rethinking of metrics
•Leverage advanced attribution data in
regular reporting/analysis
• Attribution data can eventually replace
much reporting, but will always add insight
into existing data sources
@caseycarey
#iMediaSummit

24. 24
Casey Carey
CMO, Adometry
casey.carey@adometry.com