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Gokhan Sahin, EMEA Top Account Associate la Google, presented at Orange Online MeetUp event about Search, AdWords, ecommerce and ROPO (Effect of search beyond online sales: Research Online, Purchase ...

Gokhan Sahin, EMEA Top Account Associate la Google, presented at Orange Online MeetUp event about Search, AdWords, ecommerce and ROPO (Effect of search beyond online sales: Research Online, Purchase Offline )

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  • Full Name Full Name Comment goes here.
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  • Slide 16, i guess the numbers are exchanged or you mean $1000B for 2014, no way that it would decrease Gokhan
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  • Definitely a lively discussion surrounding ROPO -- re: the research on slide 26, we cited this in a recent contribution to Search Engine Watch, along with some recommendations on how point-of-sale (POS) survey methods could further size up the ROPO market. As is often the case, measurement is the linchpin: http://www.webliquidgroup.com/blog/measurement-and-accountability/ropo-effect/
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  • Two things to take away: 1- E-commerce has enormous growth potential with 80% of the Western European consumers constituting a currently untapped customer segment2- There are still many people who buy offline even in mature markets
  • There are certainly no issues regarding awareness of shopping online in Romania. Internet users know that they can buy things online
  • .. And they are also willing to try online shopping
  • When it comes to phone and phone accessories related issues Romanian’s are likely to consult the web for research purposes. Most probably the purchase happens in a store but internet should be utilized fully as a place to connect with the consumers and make sure they can find information about your products and stores when they are looking for them.
  • Which we call ROPO
  • User behavior also shows that people don’t only use internet for e-commerce purposes. There are actions that are solely related to ROPO behavior and the rest of the actions can be attributed to both ROPO and online purchase. So your web site and online marketing investment needs to replicate this behavior.

Google about ROPO Presentation Transcript

  • 1. Orange Online Meet-Up
    1
  • 2. Agenda:
    Evolution of Search and Adwords
    E-commerce overview for Western Europe and Romania
    Effect of search beyond online sales: Research Online, Purchase Offline (ROPO)
    2
  • 3. Evolution of Adwords
    3
  • 4. 4
    Q: How many internet searches are made in Europe per month?
    A: 19 billion
    Q: What proportion of these were performed with Google?
    A: 75%
    Q: What % of the UK media market is invested with Google?
    A: 11%
    Sources: IAB UK, ComScore
  • 5. 5
    In the Beginning
    Annoying pop up
    c1990s
    Google Adwords
    2000
    Google Adwords
    2009
  • 6. 6
    AdWords - making advertising affordable and accountable
  • 7. Evolution of Search
    7
  • 8. 8
    Evolution of Search
  • 9. 9
    The first evolution
    Results page 2002
  • 10. 10
    Results page 2009
  • 11. Making Google easy is hard
    11
  • 12. E-Commerce Overview
    12
  • 13. E-commerce in Western Europe:
    20% of the Western European consumers shop online.
    Source: Eurostat, "Data Table: Internet: Internet Activities—Individuals," December 2008, Forrester, “Western European Online Retail And Travel Forecast, 2008 To 2014” as cited by Research Recap, March 18, 2009,
    13
  • 14. E-commerce in Western Europe:
    50% of the Western European consumers will be shopping online by 2014.
    Source: Eurostat, "Data Table: Internet: Internet Activities—Individuals," December 2008, Forrester, “Western European Online Retail And Travel Forecast, 2008 To 2014” as cited by Research Recap, March 18, 2009,
    14
  • 15. E-commerce in Western Europe:
    Average Western European consumer will spend 1086 Euros per yearon online shopping by 2014.
    Source: Eurostat, "Data Table: Internet: Internet Activities—Individuals," December 2008, Forrester, “Western European Online Retail And Travel Forecast, 2008 To 2014” as cited by Research Recap, March 18, 2009,
    15
  • 16. E-commerce in Western Europe:
    Total e-commerce volume will reach $200B from 2008 to $100B by 2014
    Source: Eurostat, "Data Table: Internet: Internet Activities—Individuals," December 2008, Forrester, “Western European Online Retail And Travel Forecast, 2008 To 2014” as cited by Research Recap, March 18, 2009,
    16
  • 17. ... and in Romania:
    96%of the Romanian internet users are aware of the possibility of online shopping…
    Source: E-commerce: Trends and Attitudes, Research into Romanian Internet Users, gemiusReport, Dec 2008
    17
  • 18. ... and in Romania:
    …and 50% of them have shopped online at least once.
    Source: E-commerce: Trends and Attitudes, Research into Romanian Internet Users, gemiusReport, Dec 2008
    18
  • 19. ... and in Romania:
    In Romania Online shopping is the second most popular online activity aftersending and receiving e-mails
    Source: Eurostat, "Data Table: Internet: Internet Activities—Individuals," December 2008
    19
  • 20. 20
    ... and in Romania:
    44% of Romanian internet usersuseInternet as the main source of information for phones and GSM accessories
    Source: E-commerce: Trends and Attitudes, Research into Romanian Internet Users, gemiusReport, Dec 2008
  • 21. Research Online, Purchase Offline
    21
  • 22. What is ROPO?
    Online marketing
    Offline marketing
    Total Return
    -
    +
    ROPO Effect
    ROMI
    Return onMarketingInvestment
    Online SalesResearch Online
    Online SalesResearch Offline
    TOTAL
    Offline Sales Research Online
    (ROPO)
    22
  • 23. ROPO is constantly growing in the retail industry
    $1,280B
    In-Store sales influenced by Internet
    $1,093B
    $992B
    $634B
    Online sales influenced by Internet
    $215B
    $182B
    $166B
    $108B
    2012
    2010
    2009
    2006
    Source: Internet Retail Off-line Influence Model, Jupiter Research; December 20007 (US)
    23
    23
  • 24. Online consumer behaviour
    Purely ROPO related activities
    Your web site needs to cater to both people who want to buy online and to those who research online.
    Source: GfK NOP Ltd. For Google, July 2009
    24
  • 25. How to Measure ROPO?
    25
  • 26. 26
    Study Design
    • Discover efficiency by comparing 3 cities with different media formats
    • 27. Flyer in daily newspapers and regionally-targeted Google advertising
    Hamburg
    Berlin
    Munich
    Flyer in newspaper
    3 Karstadt Stores
    n= 400 in-store interviews
    Flyer & reg. Google advert.
    5 Karstadt Stores
    n= 400 in-store interviews
    Regional Google advertising
    3 Karstadt Stores
    n= 400 in-store interviews
    Measure Offline sales
    Questionnaire data
  • 28. 27
    Cost-Revenue Relationship (Index)
    • Highest efficiency in online-only advertising area, highest revenue in mixed campaign area (online and offline advertising)
    Index
    Hamburg, Berlin: Attribution of online revenues by direct link to online campaigns; Munich: 50% of revenues, not generated by campaigns
    Source: Karstadt
  • 29. How to measure ROPO?
    1
    2
    3
    Geo Test
    Tracking
    Modelling
    • Regions test and control
    • 30. Maximize spend in test region,
    • 31. Oher factors consistent
    • 32. Analyse before, during, after
    • 33. 6-8 weeks
    • 34. Additional Adwords tracking
    • 35. Coupons:
    • 36. Loyalty Programs:
    • 37. Dedicated Hotline:
    • 38. Regression model
    • 39. Time series (at least 3 years)
    • 40. Reflect all drivers of sales
    • 41. Analyze
    28
    28
    28
  • 42. Thank You
    29