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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.
  • Transcript

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

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