Welding Online and Offline

1. WELDING Online & Offline
A Growth Hack to Leverage Both Worlds
Kshira Saagar
12 Jul, 2016
ksaagar@datalicious.com

2. AGENDA
Flashback
What is the hack?
How was the hack done?
So What can be done?
Questions

3. FLASHBACK

4. 4
Share of Media Spend
Share of Time Spent
90%
Shift Away From Offline - TOO FAST TOO SOON?
48%
10%
52%
57% 64%
43%
36%
+ 42%
- 42%
42%
Disparity in
Time vs Money
ONLINE ONLINEOFFLINE OFFLINE
- 7%
+ 7%
7%
Disparity in
Time vs Money
ASIA AU/NZ42 cents per dollar
is spent in the wrong place
7 cents per dollar
is spent in the wrong place
Download the full study
http://data.li/media-index

5. WHAT
IS THE HACK?

6. 6
100%
Overall Customers come via Welcome Email Clicks
Online campaigns driving offline sales

7. 7
100%
73%
Offline Customers
Overall Customers come via Welcome Email Clicks
27%
Online Customers
Online campaigns driving offline sales

8. 8
100%
73%
Overall Customers come via Welcome Email Clicks
27%
Online Customers
6%
21%Direct First Visit
Online Customers Online Campaign Driven
Online Customers
What is considered
6%
Online campaigns driving offline sales Impact of Online
Marketing Campaigns
Current
21%
1 Online Sale

9. 9
100%
73%
Repeat Visitors + Offline Customers
45%28%
New Visitors + Offline Customers
Offline Customers
Overall Customers come via Welcome Email Clicks
27%
Online Customers
6%
21%Direct First Visit
Online Customers Online Campaign Driven
Online Customers
What is considered
6%
Online campaigns driving offline sales Impact of Online
Marketing Campaigns
Current
21%
1 Online Sale

10. 10
100%
73%
Repeat Visitors + Offline Customers
45%28%
New Visitors + Offline Customers
Offline Customers
Overall Customers come via Welcome Email Clicks
27%
Online Customers
10%
Direct First Visit
Repeat Visitors + Offline Customers
6%
21%Direct First Visit
Online Customers Online Campaign Driven
Online Customers
What is considered
6%
Online campaigns driving offline sales Impact of Online
Marketing Campaigns
Current
21%
1 Online Sale

11. 11
2.7x
100%
73%
Repeat Visitors + Offline Customers
45%28%
New Visitors + Offline Customers
Offline Customers
Overall Customers come via Welcome Email Clicks
27%
Online Customers
10%
Direct First Visit
Repeat Visitors + Offline Customers Online Campaign Driven
Repeat Visitors + Offline Customers
6%
21%Direct First Visit
Online Customers Online Campaign Driven
Online Customers
Impact of Online
Marketing Campaigns
Current
21%
Ideal
56%
21% + 35%
Offline Multiplier
1 Online Sale +
1.7 Offline Sale
# Sales Influenced by Online Campaigns = 2.7 x #Online Sales Influenced by Online Campaigns
35% / 21% = 1.7
What should ALSO be consideredWhat is considered
35%
6%
Online campaigns driving offline sales

12. HOW
WAS THE HACK DONE?

13. 13
Online campaigns driving offline sales
Email, Login,
etc

14. 14
What was the exact “hack” in GA? Just 3 Simple Steps
Send all your customers a
Welcome Email
Irrespective ofOnline/Offline
Purchase
Step 1 - Set Up Step 2 - Send Step 3 - Analyse
Tag welcome email with proper utm &
offline purchase identifications
Redirect all email link traffic to the main
site and drop the cookie
Set up the USER ID feature in Google
Analytics
In GA, just look for Page URLs and the
referrer content to filter for Offline folks
who come via Welcome emails
Use approximation hacks to
guesstimate the number of offline
purchasers who had researched online
Create User ID level report for these
offline purchasers to look into their past
actions

15. 15
What if more detail is needed? What then?
Media Attribution
Detailed cookie-level stitched paths for offline purchasers
Understand at a creative site level what drove them “away” from online
Also, understand what messaging and time brings them closer to online
Quantify inherent product purchase biases across the known worlds
Accelerate a potential offline conversion faster with right messaging

16. SO WHAT
CAN BE DONE WITH IT?

17. 17
Channel Level Breakdown
Offline Conversions predominantly have a
greater exposure to Emails followed by
Display Ads.
To encourage offliners to convert online,
messaging around the benefits of an online
purchase can be done via Emails & Display
Channel Breakdown

18. 18
Product Level Breakdown
1 2 3 4 5
Product Breakdown
Product 2 Customers predominantly
research online and eventually purchase
offline
Understand why Product 2 customers are
hesitant to buy online and how to convert
them using Email & Display

19. 19
Offline Converters mostly do their online
research and come across online ads before
the start and after the end of a working day
To target the huge chunk of offline specific
converters of specific products, time the
emails and display retargeting campaigns at
these specific times
Hour of Day Analysis
Hour of Day Breakdown

20. 20
Offline Converters do most of their online
research via their mobile devices - it is
almost 5x more than Online Converters
Ensure the messaging via email and display
retargeting for specific products are mobile-
friendly and mobile display ad investment
needs to increase
Device Type Breakdown
Device Type Breakdown

21. IF YOU TORTURE THE DATA LONG
ENOUGH….
IT WILL CONFESS!
Ronald Coase & Every Data Scientist

22. QUESTIONS?

23. SMART DATA
DRIVEN MARKETING
Kshira Saagar
Head of Insights
ksaagar@datalicious.com