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“The key is to win the first moment of truth, that is to say, get and
keep the attention of the shopper at the point of purchase where a
massive
70% of buying decisions are made.”
Jesper Wiegandt, Marketing Director P&G

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Opportunity to Influence
Traditional 3-Step Model
STORE
IMAGE
SALES
PERSO
N
Traditional
Awarenes
s
STORE
SHELF

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No Shelf,
Salesman, or
Physical Store
Traditional
Awarenes
s
Google answers 114.7
billion searches a month
Opportunity to Influence
New Mental Model

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The New Consumer Model

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Effects on Traditional Media
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Types of media and actions
taken following exposure
Prompted to search
(Google, Yahoo! & Bing) 67% 64% 78% 77%
Direct to advertiser’s site 26% 15% 21% 21%
Direct to storefront 7% 11% 1% 2%
Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional
media) later look up the product or brand online.
Traditional Media Drives Online
Action(s)

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ZMOT vs. Adult Literacy
80-85% research
products online prior
to purchase
86% of Americans can read
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Can a business still
operate without building
a digital brand?
As a consumer, how do
you feel when you can’t
find business
information online?

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How does it all work?

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End Moment
Consumers have complete control over how they consume
information. The rate of consumption is regulated based on
need, interest and intent.

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Consumer Research Moments
Active Consumer Session Passive Consumer Session

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Active Consumer Session
Online discovery driven
by traditional media
awareness
1st Party data &
3rd Party Data Collection

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Targeting a Passive
Consumer
1st Party Data
1st Party Data
+
3rd Party Intender Data
Behavioral Targeting
& Remessaging
Passive Consumer Sessions
produce the majority of
internet traffic

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The Holy Grail of Marketing
Tying online attribution to in-store sales

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Is Audience Attribution Modeling the
next best thing?
Site Attribution Tools:
Attribution and Campaign Mapping
Analytics (Google, Adobe, etc)
Campaign URLs (UTM, URL Tag, Built URLs)
Analytic Goals (engagement, conversion, e-
comm)
Tag Manager (on-page events)
Engagement Metrics
CTR Benchmarking
Cookies/ Pixels (View-Through/ Conversion)
DMP Data Collection
In-Store Attribution Tools
Daily Traffic Estimates
Revenue Tracking
Products Sold
External Environments (seasonal, weather, etc.)

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Purchased Online
Purchased Offline
Research Online Purchase Offline (ROPO)
Despite the growing popularity of online shopping
8 out of 10 consumers research online and purchase offline

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Ecommerce
represents only
6.4
%of retail sales
ROPO v. Ecommerce
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