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How Retailers &
Consumer Product
Brands Are
Collaborating to Drive
Business Results
With Audience Data
Kevin Lyons, SVP & GM of eCommerce,
H.H. Gregg
@hhgregg
Tim Trus, Associate Partner
Media Strategy Paid,
Owned & Earned Me...
COMMON FORMS OF DATA TARGETING
1st party data
Use of advertiser’s own
cookie pool to “re-market”
or “re-target” visitors o...
A NEW FORM OF DATA TARGETING
“Content Marketers Share
Data With Other Brands To
Close The Loop From Interest
To Sales Seco...
PAST OBSTACLES TO ENABLE USAGE OF
SECOND –PARTY DATA
Common Objections:
“How can I be assured my data won’t be used by com...
HOW CAN RETAILERS AND
BRANDS TODAY TAKE
ADVANDTAGE OF
THIS AND REACH THEIR
SHOPPERS?
“…New form of co-operation
emerging between retailers and
brands.”
“…doesn’t involve the exchange of
marketing budgets per...
A SHOPPER’S PATH TO PURCHASE IS NOW ONLINE
Search Engines: 62% of consumers use
search engines for product research*
Manuf...
A SHOPPER’S PATH TO PURCHASE: RESEARCH
%
NEARLY
50
THE CONSUMER’S PATH TO PURCHASE:
Shopper browses products
on a manufacturer’s
website
After she leaves, she is
served your...
THE DIGTAL CONNECTER BETWEEN RETAILERS
AND PRODUCT BRANDS
IS AUDIENCE DATA..
 Target specific product brand audiences
 S...
POWERED BY YOUR BRANDS
POWERED BY YOUR BRANDS
OwnerIQ sits at the intersection of commerce…
where retailers and manufacturers meet.
SU
Success transforming brands into ...
PROGRAMMATIC DELIVERS…
Programmatic, or automated media buying, enables
marketer to reach that retailer shopper online wit...
LG HDTV GIVEAWAY
QUESTIONS & ANSWERS
FROM PANELISTS
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Panel Discussion: "How Retailers & Consumer Product Brands Are Collaborating to Drive Business Results With Audience Data"

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Panel Discussion: "How Retailers & Consumer Product Brands Are Collaborating to Drive Business Results With Audience Data"

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Panel Discussion: "How Retailers & Consumer Product Brands Are Collaborating to Drive Business Results With Audience Data"

  1. 1. How Retailers & Consumer Product Brands Are Collaborating to Drive Business Results With Audience Data
  2. 2. Kevin Lyons, SVP & GM of eCommerce, H.H. Gregg @hhgregg Tim Trus, Associate Partner Media Strategy Paid, Owned & Earned Media, Rosetta @RosettaMktg Moderator: Bob Scaglione, SVP, Strategic Channel Development at OwnerIQ @OwnerIQ
  3. 3. COMMON FORMS OF DATA TARGETING 1st party data Use of advertiser’s own cookie pool to “re-market” or “re-target” visitors once they go to their e- commerce website. 3rd party data Purchasing packaged audience segments from 3rd party data aggregators.
  4. 4. A NEW FORM OF DATA TARGETING “Content Marketers Share Data With Other Brands To Close The Loop From Interest To Sales Second-Party Data.” “Second-Party Data provides more reach than First-Party And More Granularity Than Third Party.” Source: Ryan Skinner, Sr. Analyst, Forrester, Nov 2014 “Content Marketers Share Data With Other Brands To Close The Loop from Interest to Sales”
  5. 5. PAST OBSTACLES TO ENABLE USAGE OF SECOND –PARTY DATA Common Objections: “How can I be assured my data won’t be used by competitors?” “I can’t get the right stakeholders in at my company in the room to agree to this.” “I don’t want to give up control of my data.” “I don’t see the value in the amount of effort I have to put in” “This doesn’t seem scalable.”
  6. 6. HOW CAN RETAILERS AND BRANDS TODAY TAKE ADVANDTAGE OF THIS AND REACH THEIR SHOPPERS?
  7. 7. “…New form of co-operation emerging between retailers and brands.” “…doesn’t involve the exchange of marketing budgets per se, but consumer targeting data.” Retailers and their suppliers are leading the way!
  8. 8. A SHOPPER’S PATH TO PURCHASE IS NOW ONLINE Search Engines: 62% of consumers use search engines for product research* Manufacturer sites: 60% of consumers use manufacturer sites for research* Retailer sites: 57% of consumers use retailer sites for product research*
  9. 9. A SHOPPER’S PATH TO PURCHASE: RESEARCH % NEARLY 50
  10. 10. THE CONSUMER’S PATH TO PURCHASE: Shopper browses products on a manufacturer’s website After she leaves, she is served your co-branded ad as she travels the web The ad drives her to your site or store to make a purchase 21 3
  11. 11. THE DIGTAL CONNECTER BETWEEN RETAILERS AND PRODUCT BRANDS IS AUDIENCE DATA..  Target specific product brand audiences  Support co-op initiatives  Drive sell-through at retail
  12. 12. POWERED BY YOUR BRANDS
  13. 13. POWERED BY YOUR BRANDS
  14. 14. OwnerIQ sits at the intersection of commerce… where retailers and manufacturers meet. SU Success transforming brands into new marketing channels:
  15. 15. PROGRAMMATIC DELIVERS… Programmatic, or automated media buying, enables marketer to reach that retailer shopper online with 100% accuracy.
  16. 16. LG HDTV GIVEAWAY
  17. 17. QUESTIONS & ANSWERS FROM PANELISTS

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