Multi-Channel Data Activation: Closing the Divide Between Offline and Online

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Many if not most business have both online and offline components to their marketing ecosystem. In this session Justin Schuster and Brandon Bethea explore the challenges and opportunities presented by …

Many if not most business have both online and offline components to their marketing ecosystem. In this session Justin Schuster and Brandon Bethea explore the challenges and opportunities presented by connecting these two worlds together through the lens of a big box retailer to drive greater understanding and improved marketing performance.

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  • 1. Multi-Channel Data Activation Closing the Divide Between Offline and Online #xcmo14
  • 2. #xcmo14#xcmo14 The Offline World is Big Consumer Spend Total Commerce $4.5T E-Commerce $263B How do I connect marketing spend to in-store sales?
  • 3. #xcmo14 Traditional PII • CRM • Loyalty • POS • Call Center • Email #xcmo14#xcmo14 The Digital Divide Anonymous Digital Identifiers • Display • Search • E-commerce • Website • 3rd Party Sites #xcmo14#xcmo14 The Digital Divide #xcmo14#xcmo14 The Digital Divide
  • 4. #xcmo14 Traditional PII • CRM • Loyalty • POS • Call Center • Email #xcmo14#xcmo14 The Digital Divide Anonymous Digital Identifiers • Display • Search • E-commerce • Website • 3rd Party Sites #xcmo14#xcmo14 The Digital Divide #xcmo14#xcmo14 The Digital Divide
  • 5. #xcmo14 The Power of Connected Data #xcmo14 Measure the Impact of Online Spend on Offline Sales $34 $10 $76
  • 6. #xcmo14 The Power of Connected Data… #xcmo14 Look-Alike Modeling Search Site OptimizationRetargeting
  • 7. #xcmo14 The Onboarding Process #xcmo14 LR Device ID: 1234, High value customer Data Management Platform Media Platform Attribution Platform Data Onboarder Email Postal Database Match Website Login 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
  • 8. Case Study: Big Box Retailer #xcmo14
  • 9. #xcmo14 Retailer Needed Precision & Accountability #xcmo14 Customer Base Is Aging & Coupon Dependent Traditional Media & Model Effectiveness Is In Decline Newspaper Retail Sales Are Difficult To Align With Digital KPIs
  • 10. #xcmo14 Program Overview Activate A Customer-Focused Digital Program To Drive Offline Sales Increase Retail Conversion Rate Reduce Retail Cost Per Acquisition Increase Retail Return On Ad Spend Activate Audiences For Accuracy Optimize Media For Efficiency Maximize Insights For Efficacy Omnichannel Customer Segmentation Programmatic Media & Personalized UX Offline Retail Sales Measurement & Attribution KPIsProgramsGoals
  • 11. #xcmo14 Program Architecture Evaluate, Activate, & Optimize Marketing Technology for Retail Customer Database  CRM Onboarding  DMP Segmentation  Offline Sales Match  CRM Segments  Website Segments  Prospect Modeling  Usability & Testing  Creative & UX  Performance Media  Reporting UI  Media Mix Attribution  Ecom & Store Sales SocialEmail Search DisplayMobile
  • 12. #xcmo14 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 Audiences Improve 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% Higher In-Store Conversion Rate Over Display Targeting Average 40% Higher In-Store Conversion Rate Over Generic Retargeting Average 80% Higher In-Store Conversion Rate Over Predictive Targeting Lookalikes
  • 13. #xcmo14 $0.00 Search Remarketing with 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 $0.00 Optimize Media Improve Efficiency To Reduce The Cost Per Acquisition Programmatic Display with 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% Lower Cost Per Acquisition Over Total Average 20% Lower Cost Per Acquisition Over Control 80% Lower Cost Per Acquisition Over Control Lookalikes Lookalikes
  • 14. #xcmo14 Media Insights Based on Segment & Channel Mix2 Creative Insights Based on 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 Mix2 Creative Insights Based on Segment & UX3 • Channel Lift & Funnel Stage • Exclusivity & Frequency • Keywords / Placements • Usability Research • Ad Testing per Segment • UX Testing per Segment Maximize Insights Improve Efficacy To Increase Return On Ad Spend Audience Insights Based on Segment & Store1 Media Insights Based on Segment & Channel Mix2 Creative Insights Based on 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
  • 15. #xcmo14 Program Results Consistent Improvement Quarter Over Quarter Maximize Insights For Efficacy Optimize Media For Efficiency Activate Audiences For Accuracy Conversion Rate Cost Per Acquisition Return On Ad Spend KPIs Q2 – Q1 40% 35% 30% .15% $3 10:1
  • 16. #xcmo14 Recommendations Tips 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
  • 17. #xcmo14 Next Steps Online-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
  • 18. The Next Frontier: Cross-Device #xcmo14
  • 19. #xcmo14#xcmo14 The Rise of Mobile Consumer Behaviors 67% of consumers use multiple devices when shopping Growth in Mobile Ad Spend $32.43 $32.98 $33.12 $32.12 $4.36 $9.60 $14.97 $21.24 2012 2013 2014 2015 MobileDesktop
  • 20. #xcmo14 The Power of Connected Data… #xcmo14 Cross-Device Attribution $34 $10 $76 Cross-Device Retargeting Abandoned Cart Later Display Ad Cross-Device Suppression
  • 21. Thank You! #xcmo14