0
Multi-Channel Data Activation
Closing the Divide Between Offline and Online
#xcmo14
#xcmo14#xcmo14
The Offline World is Big
Consumer Spend
Total Commerce
$4.5T
E-Commerce
$263B How do I connect
marketing sp...
#xcmo14
Traditional PII
• CRM
• Loyalty
• POS
• Call Center
• Email
#xcmo14#xcmo14
The Digital Divide
Anonymous
Digital Id...
#xcmo14
Traditional PII
• CRM
• Loyalty
• POS
• Call Center
• Email
#xcmo14#xcmo14
The Digital Divide
Anonymous
Digital Id...
#xcmo14
The Power
of Connected Data
#xcmo14
Measure the Impact
of Online Spend on Offline Sales
$34
$10
$76
#xcmo14
The Power of Connected Data…
#xcmo14
Look-Alike Modeling Search Site OptimizationRetargeting
#xcmo14
The Onboarding Process
#xcmo14
LR Device ID:
1234, High value customer
Data Management
Platform
Media Platform
Att...
Case Study: Big Box Retailer
#xcmo14
#xcmo14
Retailer Needed Precision & Accountability
#xcmo14
Customer Base Is Aging
& Coupon Dependent
Traditional Media & M...
#xcmo14
Program Overview
Activate A Customer-Focused Digital Program To Drive Offline Sales
Increase Retail
Conversion Rat...
#xcmo14
Program Architecture
Evaluate, Activate, & Optimize Marketing Technology for Retail
Customer Database  CRM Onboar...
#xcmo14
Visitor Segmentation
& Retargeting2 Prospect Segmentation
& Modeling3
• Editorial Readers
• Product Browsers
• Pro...
#xcmo14
$0.00
Search Remarketing
with Customer Segments
Dynamic Creative
Optimization (Ads & Web)3
• CRM Onboarding
• Goog...
#xcmo14
Media Insights Based
on Segment & Channel Mix2 Creative Insights Based
on Segment & UX3
• Channel Lift & Funnel St...
#xcmo14
Program Results
Consistent Improvement Quarter Over Quarter
Maximize Insights
For Efficacy
Optimize Media
For Effi...
#xcmo14
Recommendations
Tips For Your Online-To-Offline Attribution Program
Media Metrics (CPC vs CPA):
Focus on CPA - don...
#xcmo14
Next Steps
Online-To-Offline Attribution Program Expansion in 2014
Pilot Programmatic TV:
Increase efficiency of T...
The Next Frontier: Cross-Device
#xcmo14
#xcmo14#xcmo14
The Rise of Mobile
Consumer Behaviors
67% of consumers use multiple
devices when shopping
Growth in Mobile ...
#xcmo14
The Power of Connected Data…
#xcmo14
Cross-Device
Attribution
$34
$10
$76
Cross-Device
Retargeting
Abandoned Cart
...
Thank You!
#xcmo14
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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 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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Transcript of "Multi-Channel Data Activation: Closing the Divide Between Offline and Online"

  1. 1. Multi-Channel Data Activation Closing the Divide Between Offline and Online #xcmo14
  2. 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. 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. 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. 5. #xcmo14 The Power of Connected Data #xcmo14 Measure the Impact of Online Spend on Offline Sales $34 $10 $76
  6. 6. #xcmo14 The Power of Connected Data… #xcmo14 Look-Alike Modeling Search Site OptimizationRetargeting
  7. 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. 8. Case Study: Big Box Retailer #xcmo14
  9. 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. 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. 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. 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. 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. 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. 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. 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. 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. 18. The Next Frontier: Cross-Device #xcmo14
  19. 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. 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. 21. Thank You! #xcmo14
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