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The Future Is Relevance
Why Is This Important?
onsumer Connect, Linking Online Behaviour
o Offline Sales
TEP 1                         STEPS 2-3                    STEP 4
egment consumers to           Develop purchase-based    ...
Over 400 programs run to date

Average short-term sales uplift
thus far: 31%

Average ROI: $2-$5 in retail sales
for every...
The Future Is Relevance
Relevance At Scale
Yahoo! UK.  Paul Thompson - Head of Planning & Strategy
Yahoo! UK.  Paul Thompson - Head of Planning & Strategy
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Yahoo! UK. Paul Thompson - Head of Planning & Strategy

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iMedia Brand Summit presentation 'Driving digital marketing innovations in your business to enhance consumer engagement'

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Yahoo! UK. Paul Thompson - Head of Planning & Strategy

  1. 1. The Future Is Relevance
  2. 2. Why Is This Important?
  3. 3. onsumer Connect, Linking Online Behaviour o Offline Sales
  4. 4. TEP 1 STEPS 2-3 STEP 4 egment consumers to Develop purchase-based Conduct Sales Impact dentify meaningful target model; Serve ads to target Analysis focusing on offline roup(s) with purchase consumers as they travel purchase behavior ehavior through Yahoo! LOW LOYAL 4.32 COMPETITIVE 3.80 BUYERS Advertised Brand Exposed Unexposed VY CATEGORY BUYERS Difference $0.52 Percent Difference +14% Significance Level 97%***
  5. 5. Over 400 programs run to date Average short-term sales uplift thus far: 31% Average ROI: $2-$5 in retail sales for every media dollar spent Biggest driver of incremental sales is targeted reach No correlation between click thru rates and sales
  6. 6. The Future Is Relevance
  7. 7. Relevance At Scale

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