Impact of Search on Offline


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This presentation shows the impact of search on offline. Presented by Marco Guida from Mediabrands Analytics on the Reprise Media Think Search workshop in Brussels on February 17, 2011.

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Impact of Search on Offline

  1. 1. Impact of Search on Offline<br />Marco Guida<br />
  2. 2. Our goal<br />“...understanding how the offline and online world affect each other...”<br />
  3. 3. Agenda<br /><ul><li>Introduction to Mediabrands Analytics
  4. 4. How to quantify the impact of Search on Offline
  5. 5. Case Study</li></li></ul><li>Mediabrands Analytics<br /><ul><li>Mediabrands International research division, specializing in marketing response modelling
  6. 6. Operating in 50 countries, with 6 service hubs connecting the world
  7. 7. Conducted many projects for many sectors and clients around the world: Auto, FMCG, Finance, Retail, Telecoms...
  8. 8. Work with tools specially designed for this analysis:
  9. 9. MegaStar
  10. 10. Matrix for Biz Outcome</li></li></ul><li>We can track each stage of the consumer pathway from awareness to consideration to web visits to sales<br />NEW <br />CUSTOMERS<br />AD AWARENESS<br />ONLINE BUZZ<br />SALES / VOLUME<br />BRAND<br />SALIENCE<br />CONSIDERATION<br />SEARCH<br />PREFERENCE<br />PROFIT<br />LOYALTY<br />VALUE<br />PERCEPTION<br />VISITS<br />Media Communications<br />
  11. 11. We use market response modeling to quantify key success drivers and inform ongoing activity to increase ROI<br />Quantifying the ability of the marketing mix to increase biz performance<br />Establishing the different impact of weighting and flighting strategies on business performance<br />Applying these learnings to deliver the business plan<br />
  12. 12. We can transfer our learning into our media planning tool Matrix for Business Outcome<br />
  13. 13. How to quantify the impact of Search on Offline<br />
  14. 14. Using Search data to understand the path to purchase<br />Offline<br />Search<br />Using analytics we can understand the inter-relationship between the offline and online world, allowing us to better quantify the impact of marketing on our clients business performance<br />
  15. 15. Attribution Model: Fashion Retailer Example<br />Offline world<br />Online world<br />Legend<br />+ Driver<br />Online Search<br />Business Outcome<br />- Driver<br />Traditional Media<br />Store Refurbishment<br />SEM (Paid Search)<br />Online Display<br />Holidays<br />Email<br />Web Traffic<br />Offline Sales<br />Fashion Trends<br />Online Sales<br />CompetitiveMedia<br />Sporting Events<br />Rainfall<br />Price, Base Sales & Seasonality<br />
  16. 16. Attribution Model: FMCG Example<br />Offline world<br />Online world<br />Online Search<br />Traditional Media<br />Promotional Activity<br />Price, Base sales and Seasonality<br />SEM (Paid Search)<br />Holidays<br />Web Traffic<br />Offline Sales<br />Sporting Events<br />Online Display<br />Email<br />Distribution<br />CompetitiveMedia<br />Weather<br />
  17. 17. The Benefits<br />Understanding the true effect of Search (and other media too!)<br />Understanding the synergies that exist between offline and online media<br />Better business planning to achieve KPI objectives!<br />
  18. 18. Clients’ case studies<br />
  19. 19. Travel Case Study<br />Uplift in Search generated by Offline Comms<br />20%<br />Uplift in Sales generated by Search<br />10%<br />Search ROI vs Offline CommsROI <br />10 vs 4<br />Change in Planning:<br />Go back on air with TV<br />4% uplift in sales<br />
  20. 20. Auto Case Study<br />Uplift in Search generated by Offline Comms;<br />40%<br />Uplift in Sales generated by Search<br />50%<br />Search ROI vs Offline CommsROI<br />5 vs 2<br />Change in Planning:<br />Keep TV budget stable<br />12% uplift in ROI<br />
  21. 21. Consumer Electronics Case Study<br />Uplift in Search generated by Offline Comms<br />30%<br />Uplift in Sales generated by Search<br />20%<br />Search ROI vs Offline CommsROI<br />20 vs 7<br />Change in Planning:<br />More Digital/Paid Search<br />20% uplift in ROI<br />
  22. 22. THANK YOU<br />