Impact of Search on Offline
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Impact of Search on Offline

on

  • 1,204 views

This presentation shows the impact of search on offline. Presented by Marco Guida from Mediabrands Analytics on the Reprise Media Think Search workshop in Brussels on February 17, 2011.

This presentation shows the impact of search on offline. Presented by Marco Guida from Mediabrands Analytics on the Reprise Media Think Search workshop in Brussels on February 17, 2011.

Statistics

Views

Total Views
1,204
Views on SlideShare
1,204
Embed Views
0

Actions

Likes
0
Downloads
16
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Impact of Search on Offline Presentation Transcript

  • 1. Impact of Search on Offline
    Marco Guida
  • 2. Our goal
    “...understanding how the offline and online world affect each other...”
  • 3. Agenda
    • Introduction to Mediabrands Analytics
    • 4. How to quantify the impact of Search on Offline
    • 5. Case Study
  • Mediabrands Analytics
    • Mediabrands International research division, specializing in marketing response modelling
    • 6. Operating in 50 countries, with 6 service hubs connecting the world
    • 7. Conducted many projects for many sectors and clients around the world: Auto, FMCG, Finance, Retail, Telecoms...
    • 8. Work with tools specially designed for this analysis:
    • 9. MegaStar
    • 10. Matrix for Biz Outcome
  • We can track each stage of the consumer pathway from awareness to consideration to web visits to sales
    NEW
    CUSTOMERS
    AD AWARENESS
    ONLINE BUZZ
    SALES / VOLUME
    BRAND
    SALIENCE
    CONSIDERATION
    SEARCH
    PREFERENCE
    PROFIT
    LOYALTY
    VALUE
    PERCEPTION
    VISITS
    Media Communications
  • 11. We use market response modeling to quantify key success drivers and inform ongoing activity to increase ROI
    Quantifying the ability of the marketing mix to increase biz performance
    Establishing the different impact of weighting and flighting strategies on business performance
    Applying these learnings to deliver the business plan
  • 12. We can transfer our learning into our media planning tool Matrix for Business Outcome
  • 13. How to quantify the impact of Search on Offline
  • 14. Using Search data to understand the path to purchase
    Offline
    Search
    Using analytics we can understand the inter-relationship between the offline and online world, allowing us to better quantify the impact of marketing on our clients business performance
  • 15. Attribution Model: Fashion Retailer Example
    Offline world
    Online world
    Legend
    + Driver
    Online Search
    Business Outcome
    - Driver
    Traditional Media
    Store Refurbishment
    SEM (Paid Search)
    Online Display
    Holidays
    Email
    Web Traffic
    Offline Sales
    Fashion Trends
    Online Sales
    CompetitiveMedia
    Sporting Events
    Rainfall
    Price, Base Sales & Seasonality
  • 16. Attribution Model: FMCG Example
    Offline world
    Online world
    Online Search
    Traditional Media
    Promotional Activity
    Price, Base sales and Seasonality
    SEM (Paid Search)
    Holidays
    Web Traffic
    Offline Sales
    Sporting Events
    Online Display
    Email
    Distribution
    CompetitiveMedia
    Weather
  • 17. The Benefits
    Understanding the true effect of Search (and other media too!)
    Understanding the synergies that exist between offline and online media
    Better business planning to achieve KPI objectives!
  • 18. Clients’ case studies
  • 19. Travel Case Study
    Uplift in Search generated by Offline Comms
    20%
    Uplift in Sales generated by Search
    10%
    Search ROI vs Offline CommsROI
    10 vs 4
    Change in Planning:
    Go back on air with TV
    4% uplift in sales
  • 20. Auto Case Study
    Uplift in Search generated by Offline Comms;
    40%
    Uplift in Sales generated by Search
    50%
    Search ROI vs Offline CommsROI
    5 vs 2
    Change in Planning:
    Keep TV budget stable
    12% uplift in ROI
  • 21. Consumer Electronics Case Study
    Uplift in Search generated by Offline Comms
    30%
    Uplift in Sales generated by Search
    20%
    Search ROI vs Offline CommsROI
    20 vs 7
    Change in Planning:
    More Digital/Paid Search
    20% uplift in ROI
  • 22. THANK YOU