#DigitalBricks	
  
How	
  Data	
  	
  
Can	
  Help	
  	
  
Brick	
  &	
  Mortar	
  
Businesses	
  	
  
Thrive	
  
Brad	
  B	
  McCormick	
  
Chief	
  Digital	
  Officer	
  
Moroch	
  Adver5sing	
  
	
  
•  Mul5-­‐Unit	
  Retail	
  Marke5n...
Retail Spends Most on Advertising
"Half the
money I spend
on advertising
is wasted;
the trouble is I
don't know
which half.”
-John Wannamaker
New York Retai...
Big Data to the Rescue?
The Vision
Store	
  Sale	
  &	
  
Transac5on	
  Data	
  
Localized	
  
Social	
  
Media	
  Data	
  
Na5onal	
  &	
  DMA	
 ...
The Vision
Store	
  Sale	
  &	
  
Transac5on	
  Data	
  
Localized	
  
Social	
  
Media	
  Data	
  
Na5onal	
  &	
  DMA	
 ...
The Reality
Store	
  Sale	
  &	
  
Transac5on	
  Data	
  
Localized	
  
Social	
  
Media	
  Data	
  
Na5onal	
  &	
  DMA	
...
The Reality
Store	
  Sale	
  &	
  
Transac5on	
  Data	
  
Localized	
  
Social	
  
Media	
  Data	
  
Na5onal	
  &	
  DMA	
...
Store	
  Sale	
  &	
  
Transac5on	
  Data	
  
•  Archaic	
  POS	
  Systems	
  
•  Employee	
  Era	
  
•  Cadence	
  &	
  T...
Store	
  Sale	
  &	
  
Transac5on	
  Data	
  
•  Archaic	
  POS	
  Systems	
  
•  Employee	
  Era	
  
•  Cadence	
  &	
  T...
Localized	
  
Social	
  
Media	
  Data	
  
=	
  Above	
  Average	
  Social	
  Engagement	
  
=	
  Below	
  Average	
  Soci...
Localized	
  
Social	
  
Media	
  Data	
  
•  User	
  Opt-­‐In	
  	
  
•  Outdated	
  Bios	
  
•  Loca5on	
  accuracy	
  
...
Localized	
  
Social	
  
Media	
  Data	
  
•  User	
  Opt-­‐In	
  	
  
•  Outdated	
  Bios	
  
•  Loca5on	
  accuracy	
  
...
Localized	
  
Social	
  
Media	
  Data	
  
•  User	
  Opt-­‐In	
  	
  
•  Outdated	
  Bios	
  
•  Loca5on	
  accuracy	
  
...
Na5onal	
  &	
  DMA	
  Specific	
  
Media	
  Impression	
  Data	
  
•  Frequency	
  &	
  Reach	
  
Duplica5on	
  
•  Changi...
Na5onal	
  &	
  DMA	
  Specific	
  
Media	
  Impression	
  Data	
  
•  Frequency	
  &	
  Reach	
  
Duplica5on	
  
•  Changi...
Na5onal	
  &	
  DMA	
  Related	
  
Economic	
  &	
  Local	
  (i.e.	
  
Weather)	
  Data	
  
•  Correla5on	
  vs.	
  
Causa...
The Vision – In Beta.
Questions?
#DigitalBricks	
  
How	
  Data	
  	
  
Can	
  Help	
  	
  
Brick	
  &	
  Mortar	
  
Businesses	
  	
  
Thrive	
  
SXSW 2015  Panel: How Data Can Help Brick & Mortar Businesses Thrive
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SXSW 2015 Panel: How Data Can Help Brick & Mortar Businesses Thrive

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Despite the hype that Amazon and other e-com sites receive, it is estimated that 94% of US retail sales still happen “In the Real World”. Yet precisely because brick & mortar businesses rely on their physical locations to drive sales, they often don’t have the same rich data sets available to online retailers. Worse, the data they do have is often siloed between different departments and in different databases. So they don’t connect the dots for potentially transformative insights into customer behavior, media vehicle effectiveness, cross-sell opportunities, or new approaches for dealing with competitors.

This panel will discuss strategies and challenges in combining media, social, and sales data to improve understanding across an increasing number of online and offline data sets. We will present real-world examples of how multi-unit retail business are connecting store sales, media impression, and local social engagement data to drive actionable insights and real-world results.

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SXSW 2015 Panel: How Data Can Help Brick & Mortar Businesses Thrive

  1. 1. #DigitalBricks   How  Data     Can  Help     Brick  &  Mortar   Businesses     Thrive  
  2. 2. Brad  B  McCormick   Chief  Digital  Officer   Moroch  Adver5sing     •  Mul5-­‐Unit  Retail  Marke5ng   •  Brand  Adver5sing   •  Paid,  Owned,  Earned  Media  Integra5on   Chris  Treadaway   President  &  CEO     Polygraph  Media     •  Social  Media  &  Big  Data   •  Decision  Driven  Marke5ng   •  Author:  Facebook  Marke;ng,  A  Hour  a  Day   Dr.  Edo  Airoldi   Associate  Professor  Sta5s5cs     Harvard  University     •  Media  AHribu5on  Modeling   •  Sta5s5cal  Methodologies   •  AB  Test  in  Complex  Systems   Speakers
  3. 3. Retail Spends Most on Advertising
  4. 4. "Half the money I spend on advertising is wasted; the trouble is I don't know which half.” -John Wannamaker New York Retailer 1874  
  5. 5. Big Data to the Rescue?
  6. 6. The Vision Store  Sale  &   Transac5on  Data   Localized   Social   Media  Data   Na5onal  &  DMA  Specific   Media  Impression  Data   Na5onal  &  DMA  Related   Economic  &  Local  (i.e.   Weather)  Data  
  7. 7. The Vision Store  Sale  &   Transac5on  Data   Localized   Social   Media  Data   Na5onal  &  DMA  Specific   Media  Impression  Data   Na5onal  &  DMA  Related   Economic  &  Local  (i.e.   Weather)  Data   BeHer  Insights,  BeHer  Campaigns,  BeHer  ROI,  Less  Waste,  Less  CluHer  
  8. 8. The Reality Store  Sale  &   Transac5on  Data   Localized   Social   Media  Data   Na5onal  &  DMA  Specific   Media  Impression  Data   Na5onal  &  DMA  Related   Economic  &  Local  (i.e.   Weather)  Data  
  9. 9. The Reality Store  Sale  &   Transac5on  Data   Localized   Social   Media  Data   Na5onal  &  DMA  Specific   Media  Impression  Data   Na5onal  &  DMA  Related   Economic  &  Local  (i.e.   Weather)  Data   •  Archaic  POS  Systems   •  Employee  Era   •  Cadence  &  Timing  of   Reports   •  Frequency  &  Reach   Duplica5on   •  Changing  Customer   Habits   •  Cadence  &  Timing  of   Reports   •  User  Opt-­‐In     •  Outdated  Bios   •  Loca5on  accuracy   •  Loca5on  at  moment  of   engagement   •  Correla5on  vs.   Causa5on   •  Cadence  &  Timing  of   Report    
  10. 10. Store  Sale  &   Transac5on  Data   •  Archaic  POS  Systems   •  Employee  Era   •  Cadence  &  Timing  of   Reports   Weekly Sales Reports, by DMA, By Store
  11. 11. Store  Sale  &   Transac5on  Data   •  Archaic  POS  Systems   •  Employee  Era   •  Cadence  &  Timing  of   Reports   Week to Week vs. Comp Sale Analysis
  12. 12. Localized   Social   Media  Data   =  Above  Average  Social  Engagement   =  Below  Average  Social  Engagement   •  User  Opt-­‐In     •  Outdated  Bios   •  Loca5on  accuracy   •  Loca5on  at  moment  of   engagement   Real Time Social Engagement Segmented by DMA
  13. 13. Localized   Social   Media  Data   •  User  Opt-­‐In     •  Outdated  Bios   •  Loca5on  accuracy   •  Loca5on  at  moment  of   engagement   Weekly Fan Engagement Analysis By DMA
  14. 14. Localized   Social   Media  Data   •  User  Opt-­‐In     •  Outdated  Bios   •  Loca5on  accuracy   •  Loca5on  at  moment  of   engagement   Understanding DMA-specific Social Trends
  15. 15. Localized   Social   Media  Data   •  User  Opt-­‐In     •  Outdated  Bios   •  Loca5on  accuracy   •  Loca5on  at  moment  of   engagement   Programmatic Media Buys Initiated by Social Activity.
  16. 16. Na5onal  &  DMA  Specific   Media  Impression  Data   •  Frequency  &  Reach   Duplica5on   •  Changing  Customer   Habits   •  Cadence  &  Timing  of   Reports   Tracking Largest Ad Spend Against Changing Trends.
  17. 17. Na5onal  &  DMA  Specific   Media  Impression  Data   •  Frequency  &  Reach   Duplica5on   •  Changing  Customer   Habits   •  Cadence  &  Timing  of   Reports   Correlating DMA Media Dollars to DMA Transactions.
  18. 18. Na5onal  &  DMA  Related   Economic  &  Local  (i.e.   Weather)  Data   •  Correla5on  vs.   Causa5on   •  Cadence  &  Timing  of   Report     How Weather Influencers Local Economic Activity.
  19. 19. The Vision – In Beta.
  20. 20. Questions?
  21. 21. #DigitalBricks   How  Data     Can  Help     Brick  &  Mortar   Businesses     Thrive  

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