Data at the Core of Digital Excellence

2. Next Up
Julius Ewig
Managing Director
metapeople Germany

3. The Vision: Data at the Core

4. Top down consultancy throughout all ranks and departments
Delivering the Vision
1. Strategic Consulting:
▪ Data powers presence
▪ Data is the key to the brand
▪ Data drives digital disruption
2. Frameworks + Technology + Skills:
▪ Lift channel and digital platform performance
▪ Stage the brand for the future
▪ Identify opportunities: analysis, set conditions and
automate
3. Infrastructure:
▪ Best of breed tools and partners for data collection
▪ Experts on data-mashup and use, statistical etc.
▪ Integrated best practice approach

5. DEICHMANN – THE COMPANY
Target Group:
Fashion-conscious
women and men
More than
3.700 stores
in 24 countries
Online Shops
in 16 countries
Shoe retailer with
HQ in Essen,
Germany

6. GOALS
Question credibility of
Google Store Visits
measurement
Increase visitor
frequency of stores
Strengthen online
shop visitor
frequency
as a side effect of the
omnichannel
approach

7. The classic multichannel approach does not cover needs and wants of customers anymore
Looking at declining visitor frequency in stationary retail across sectors,
connected commerce and the cross channel approach become more and more important
Local Inventory Ads provide an opportunity to connect online and offline
so that online activities can make a direct impact on stationary retail
Thus, online and offline become noticeably blurred in the perception of users as well as businesses
CHALLENGE

8. TEST CONCEPT
▪Running a local
shopping campaign
with Local Inventory
Ads in a test region
▪Control group without
Local Inventory Ads in
a test region
Local
Inventory
Ads
▪Increase of mobile
visibility for non-
branded keywords via
a massively increased
bid on Mobile in
chosen testregion
Mobile
Visibility
Measurement of Results
- Physical visitor
measurement in local stores
- Measurement of
InStore Visits in
Google AdWords
- Online Survey
- Measurement of
Online Shop visitors

9. TEST EXECUTION
Local Inventory Ads
User sees local availability of
product within Google
Shopping results
After click on the ad, the user
is forwarded to the respective
Google Storefrontpage
1. Geographically run LIA shopping campaigns in test regions

10. TEST EXECUTION
Mobile Visibility
2. Duplicate
most important
Non-Brand
campaigns
Targeting
on test region
+ 300% Multiplier
on mobile devices*
* In test region bidding on mobile
devices will be tripled (+300%)
compared to desktop PCs to
maximize visibility.

11. TEST EXECUTION
Measurement
3. Confirm online impact on offline channel
Analysis and comparison of results from both test phases to come to a final
conclusion to what extent online activities have a direct impact on store visits.
Measuring store visitors via Google Store
Visits and frequency measurement in stores
to gain as much valid data as possible.
Additionally, running banner ads on GDN
to invite users* to fill a survey with the
intent to confirm visibility of LIAs**.
* Higher bid on users who had contact with one of the LIAs before.
** Content of survey: demographics (sex, age, postal code), perception of a Deichmann ad/local inventory ad

12. RESULTS
GOOGLE STORE VISITS
Significant difference in
Store Visit Rate of up to
+135%**
FREQUENCY
MEASUREMENT
Reduction of
declining store visit
trend by ca. 43%*
TRAFFIC ONLINE
SHOP
Increase of number of
online shop visitors
by up to 213%***
Higher amount of visitors in stores and online shop!
* In testregion in comparison to control region (YOY)
** Comparison of control group vs. test group in test period
*** Comparison of control group (+44,50%) vs. test group (14,20%) in test period vs. period of preceding year

13. OUR RECOMMENDATION
… for stores with
strong decline in
number of visitors …
… over a
longer period of
time …
… with supporting
mobile push campaigns
Use the described activities to permanently support all/selected stores …
… to counteract declining visitor frequency and fully utilize the omnichannel approach

14. 12th
September
2017
www.performance-night.de
Tickets
available
from the 1st
of August
"the" venue on
the evening
before the start
of the digital
fair dmexco

15. Thanks for your attention
www.metapeople.nl | www.netbooster.com | www.4psmarketing.com