Driving and Tracking Search-to-Store Performance


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Driving and tracking search-to-store performance can be an uphill challenge for advertisers. Performics latest CMO Briefing shares insights and expertise on harnessing large volumes of cross-channel data for effective attribution.

Check out our latest July publication for search-to-store best practices and insights:

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Driving and Tracking Search-to-Store Performance

  1. 1. C M O B R I E F I N G j u l y 2 0 1 4 D R I V I N G A N D T R A C K I N G s e a r c h - t o - s t o r e p e r f o r m a n c e
  2. 2. T o d a y shoppers move fluidly across online and offline channels: search, social, content, TV, catalog, in- store. Shoppers use the web to help them find stores; they’re even “show-rooming”, searching in the aisles of stores for product info, prices and reviews on mobile. Multi-channel retailers must focus on uncovering the relationship between online and offline: Mobile-Local As more shoppers turn to mobile (comScore predicts that mobile usage will overtake desktop this year), retailers must be visible to shoppers looking for stores: Mobile Search Investment Retailers are increasing smartphone paid search spend (for Performics clients, smartphone spend is up 90% Y/Y in Q2, and is now 18.5% of all paid search spend). Investment has been driven, in particular, by retailers bidding on brand - to engage shoppers searching for their brand names while walking down the street. start on search engines. 48% start on branded websites. 33% start on branded apps. 26% 42%Automotive 41%Home & Garden 38%Apparel & Beauty 31%Finance 31%Apparel & Beauty 27%Automotive 36%Finance 22%Electronics 21%Apparel & Beauty S earch-to-Store Best Practices How can I use online media to impact offline sales? How can I make the connection between online and offline to allocate budget more effectively? Source: Google/Nielsen Mobile Path to Purchase custom study, November 2013
  3. 3. e n g a g e s h o p p e r s s e a r c h i n g f o r Y O U R b r a n d n a m e w h i l e w a l k i n g d o w n t h e s t r e e t .
  4. 4. B e t t e r a l l o c a t e m e d i a w e i g h t a c r o s s c h a n n e l s , i n r e a l - t i m e
  5. 5. Mobile-Local Continued Local Info Retailers have more opportunity for engaging shoppers with info on location, hours, in- ventory and promos. For instance, the new Google My Business enables brands to update location, hours and news seamlessly across multiple Google properties, as well as add pho- tos and virtual tours. Geo-Targeting Newer search enhancements (like geo-fencing in Google Enhanced Campaigns or mobile Product Listing Ads) are making it easy for retailers to connect with local shoppers. Retail- ers are even engaging show-roomers with product info, price and service, all geo-targeted as shoppers search from competitive stores. Click-to-Call Call extensions within mobile search can help you generate in-store traffic, as well as make the conversion connection from online to offline. In fact, Google reports that 70% of mo- bile searchers use click-to-call (amounting to 40M+ calls from search ads each month). Online-Offline Attribution Attribution can be used to measure the impact of online ads on in-store sales, thus influencing budget- ing and media mix models. There’s a variety of flavors of online-offline attribution, including: Panel Match Matching transaction data from the brand’s in-store credit card purchasers who match comScore’s online panel to identify the offline lift from search, display or social. Performics utilized Panel Match to understand this offline lift for a large multi-channel retailer. The research demonstrated that paid search influenced $12 in offline sales for every $1 spent by buyers online. As a result of this research, the retailer invested 176% more Y/Y in paid search during holiday, which helped generated a 98% Y/Y increase in offline sales. Matched-Market Testing Designing and executing experiments on a regional basis to measure offline lift caused by changes in online marketing activity Modeling Identifying correlations between online and offline sales by leveraging historical data A s y o u c a n s e e effectiveattributionhingesonyourabilitytocollect,andderiveinsightsfrom,largevolumesofcross-chan- nel data. By developing a strategic attribution framework, you’ll understand the relationship between various online and offline touchpoints. Armed with this knowledge, you’ll be better able to allocate media weight between channels, plan synergistic campaigns and optimize across channels, in real-time.
  6. 6. f o r m o r e i n f o r m a t i o n o n d r i v i n g a n d t r a c k i n g s e a r c h - t o - s t o r e p e r f o r m a n c e , c o n t a c t p e r f o r m i c s t o d a y . Lindsay Landsberg SVP, Business Development Lindsay.Landsberg@performics.com +1 312 739 0670 www.performics.com