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Adometry - LiveRamp Webinar Deck: The Missing Link
The document discusses the challenges of measuring attribution for offline purchases by brick-and-mortar retailers who utilize multiple advertising channels. It highlights how companies like LiveRamp and Adometry work together to connect customer relationship management (CRM) data with online tracking, enabling a more accurate attribution of marketing effectiveness. By linking ad impressions to offline purchases, businesses can optimize their advertising strategies and improve overall revenue.
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Adometry - LiveRamp Webinar Deck: The Missing Link
- 1. Closing the gapbetween online and offline purchases THE MISSING LINK
- 2. John Dietz VP ofApplications Adometry PRESENTERS Travis May VP of Product LiveRamp
- 3. Businesses like abrick & mortar retailer may use multiple channels and campaigns to advertise. THE ATTRIBUTION PROBLEM
- 4. THE ATTRIBUTION PROBLEM Withoffline purchases, how can a retailer measure the success of its many ad channels and media?
- 5. THE ATTRIBUTION PROBLEM Influencesand actions come in multiple channels Purchase Decision
- 6. THE ATTRIBUTION PROBLEM 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Apparell& Accessories Toys & Hobbies Music & Movies Consumer Electronics Video Games/Consoles Jewelry & Watches Offline Purchase Online Purchase Purchases following online research
- 7. THE ATTRIBUTION OPPORTUNITY Attribution:Assigning value to a marketing activity based on a desired outcome
- 8. THE ATTRIBUTION OPPORTUNITY Attribution:Assigning value to a marketing activity based on a desired outcome DATA DRIVEN (Probabilistic) 30%10%15%45% Conversion
- 9. THE ATTRIBUTION OPPORTUNITY Attribution:Assigning value to a marketing activity based on a desired outcome DATA DRIVEN (Probabilistic) 30%10%15%45% Conversion
- 10. OnlineOffline DSPs DMPs Ad Networks Attribution Platforms Exchanges WHAT LIVERAMPDOES Customer relations and sales from online and offline verticals CRM with PII is siloed to CRM purposes. Anonymous segmented cookie lists Integrated and sent to online platforms LiveRamp strips PII, enabling data for online ads. Auto Retail Travel Telco Financial
- 11. WHAT ADOMETRY DOES Attribution Optimization AdVerification Digital Channels Offline Channels Audience & 1st Party Data Custom Reports CRM Keyword RTB DSP RTB GUI
- 12. LIVERAMP’S ATTRIBUTION PROCESS ①Advertiser provides CRM File with purchase data to LiveRamp ② LiveRamp matches CRM data to cookies and syncs data to Adometry. Result: Adometry can now tie impressions on its cookies to offline purchase data synced by LiveRamp.
- 13. ① SECURE FILETRANSFER Advertiser sends LiveRamp CRM File Advertiser Email Name Postal Address Purchased in last 6mo High value (Spends $500/year or more) Paint Purchaser Male/Femal e alsmith@gmail.com Al Smtih 2344 Hearst Ave, Richmond CA Yes Yes Yes M Susan Lee 520 Broadway, New York, NY, 10012 Yes No No F john@gmail.com John Doe 36866 Lomba do Crucero, Pontearas No No Yes F jane@gmail.com Grünwalder Str. 16 München, 81547 Yes Yes No M
- 14. ② ACTIVATE WITHADOMETRY We anonymously tie CRM data to cookies Adometry Cookie ID Purchased in last 6mo High value (Spends $500/year or more) Paint Purchaser Male/Female 123 Yes Yes Yes M 234 Yes No No F 345 No No Yes F 456 Yes Yes No M
- 15. RESULT: SMARTER ANALYTICS Adometrycan now attribute to all conversions • Which channels influence offline purchases? • Which audiences are responding offline? • What creatives are driving people to stores? • How should spend be adjusted to increase overall revenue?
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- 17. WHAT TO LOOKFOR IN AN ONBOARDER • Accuracy • Scale • Speed • Flexibility • Integration • Privacy and Security
- 18. PRIVACY AND SECURITYBY DESIGN Protecting consumers and their data, and providing notice and choice. ① No PII in cookies ② Secure silo of customer data ③ Allow consumer opt-out
- 19. CLIENT CHARACTERISTICS Ideal characteristicsfor onboarding: • Large budget for online marketing • Large fraction of sales in-store or by phone • Sales process involving collection of some level of PII
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- 22. REAL RESULTS Retail brandwith significant physical stores Loyalty card program, purchase and revenue Display, search, email, web traffic
- 23. REAL RESULTS 7MM in-storepurchases (one month) 500K attributed to digital (68% multi-touch) 75% to Display 15% to Email 5% to Search Multiple touches increases conversion rate Display before email increases conversion by 60%
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