Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013—a 14.8% annual increase over 2012's $225.5 billion. But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion—as much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only. Targeting isn't about clicks, it's all about sales, and 92% is a large percentage of missing data.

1. Closing the gap between online and offline purchases
THE MISSING LINK

2. John Dietz
VP of Applications
Adometry
PRESENTERS
Travis May
VP of Product
LiveRamp

3. Businesses like a brick & mortar retailer may use
multiple channels and campaigns to advertise.
THE ATTRIBUTION PROBLEM

4. THE ATTRIBUTION PROBLEM
With offline purchases, how can a retailer measure
the success of its many ad channels and media?

5. THE ATTRIBUTION PROBLEM
Influences and 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 LIVERAMP DOES
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
Ad Verification
Digital
Channels
Offline
Channels
Audience &
1st Party
Data
Custom
Reports
CRM
Keyword
RTB
DSP
RTB
GUI

12. LIVERAMP’S ATTRIBUTION PROCESS
① Advertiser 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 FILE TRANSFER
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 WITH ADOMETRY
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
Adometry can 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?

16. ADOMETRY ATTRIBUTE

17. WHAT TO LOOK FOR IN AN
ONBOARDER
• Accuracy
• Scale
• Speed
• Flexibility
• Integration
• Privacy and Security

18. PRIVACY AND SECURITY BY 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 characteristics for onboarding:
• Large budget for online marketing
• Large fraction of sales in-store or by
phone
• Sales process involving collection of some
level of PII

20. KEY VERTICALS
Retail Travel
20

21. KEY VERTICALS
Financial
21
Auto

22. REAL RESULTS
Retail brand with significant physical stores
Loyalty card program, purchase and
revenue
Display, search, email, web traffic

23. REAL RESULTS
7MM in-store purchases (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%

24. QUESTIONS?
Travis May
travis@liveramp.com
John Dietz
John.dietz@adometry.com