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Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
Kevin Mathers: Connecting With Shoppers in the Digital Age
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Kevin Mathers: Connecting With Shoppers in the Digital Age

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  • So what is it? Essentially the FMOT is characterized by a 3-7 second period during which a shopper makes his decision at the shelf. P&G regarded it as the most crucial moment for a marketer to appeal to that customer, whether by price point, packaging, design, messaging, and/or placement.
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    • 1. Connecting with Shoppers in the Digital Age <br />Kevin Mathers, Industry Leader, Technology UK<br />Date of the presentation<br />
    • 2. THE JOY OF DATA <br />MAKING IT UNIVERSALLY ACCESSIBLE AND USEFUL<br />COPY<br />COPY.<br />
    • 3. THE JOY OF DATA – REALTIME INSIGHTS<br />
    • 4. MOST ADVANCED ECOMMERCE MARKET IN THE WORLD<br />The largest per capita e-commerce market<br />Second largest online advertising market after the US<br />The UK has above average internet penetration within Europe<br />Average spend per internet shopper doubled between 2006 and 2010, <br />In 2009 the Internet economy was worth £100bn or 7.2% of GDP - larger than the UK&apos;s construction, transport and utilities industries, and slightly smaller than the finance industry (at 9% of GDP). <br />The UK internet economy is forecasted to grow at 10% y/y, and to constitute 10% of GDP by 2015<br />
    • 5. DATA DRIVEN DECISION MAKING<br />Website usability improves user experience<br />and therefore conversion rates<br />Before<br />After<br />20% reduction in bounce rate<br />Multi-variant test and learn, based on the DATA<br />7% increase in conversion rate<br />
    • 6. CONNECTING ONLINE DATA TO OFFLINE SALES<br />NUMBER OF PEOPLE MAKING DECISIONS IN STORE HAS HALVED<br />Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009. <br />
    • 7. CONNECTING ONLINE DATA TO OFFLINE SALES<br />The ZeroMoment of Truth<br />The FirstMoment of Truth<br />
    • 8. ONLINE ACTIVITY TO OFFLINE SALES CAN BE MODELED<br />DRIVERS OF SONY BRAVIA OFFLINE SALES<br />Offline Sales Volumes(Sony AU)<br />September 2009 – August 2010<br />TV, Print, Outdoor<br />Pricing<br />Paid Search<br />+3%<br />Seasonality<br />Base Sales 33%<br />August<br />June<br />July<br />May<br />January<br />March<br />April<br />November<br />December<br />February<br />October<br />2010<br />2009<br />
    • 9. CONNECTING ONLINE TO OFFLINE BY TESTING<br />GEO-TARGETED EXPERIMENTATION<br />“Vodafone’s additional investment in generic and upper funnel keywords was an effective way to drive incremental in-store sales. We now have a better understanding of the impact of online research on retail purchase behaviour and we’ll have to rethink the way our current attribution model works.”<br />-Mike Durbridge, Head of Direct Sales, Vodafone UK<br />
    • 10. WE HAVE DONE MANY EXPERIMENTS TO PROVE THE THEORY<br />Offline lift<br />Halo effect<br />Increase in store sales of non-tested categories from online advertising* <br /> Up to 3.5%<br />Increase in store sales through online advertising* <br />1.5% – 4.4%<br />ROPO<br />ROAS<br />% of all retail sales researched Online prior to Offline purchase** <br /> 31% - 48%<br />Average offline gross margin driven by online advertising***<br /> 12.5 : 1<br />* Based on 40+ studiesconducted in the US and Europe in 2009 and 2010<br />** Consumer Commerce Baromerter Western Europe, Google/ IAN/ TNS 2010 (Multiple Retail categories in DE, Es, FR, IT, NL &amp; UK)*** Based on 7x EMEA Retail studies covering Retail categories<br />
    • 11. BUT CLOSING THE LOOP ONLINE TO STOREHOW DO WE GET IT TO BE REALTIME?<br />MOBILE CAN START TO CLOSE THE LOOP<br />Google Wallet<br />South Korea Tesco Case Study<br />
    • 12. ‘MOBILE FIRST’<br />THE LOOP WILL CLOSE<br />WHAT WILL YOU DO WITH ALL THE DATA?<br />“I keep saying the sexy job in the next ten years will be statisticians. People think I&apos;m joking, but who would&apos;ve guessed that computer engineers would&apos;ve been the sexy job of the 1990s?” – Hal Varian<br /> Chief Economist, Google<br />
    • 13. THANK YOU!<br />

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