This document discusses strategies for Acer to improve demand generation through better integration of mobile, data, and brick-and-mortar sales. It proposes analyzing user behavior across devices to understand purchase intent and expectations, then engaging customers in real-time with tailored messages and offers. Specifically, it involves implementing real-time intelligent pricing on Acer's website, using an engagement score to adapt acquisition and retention strategies, and testing behaviorally targeted ads. The goal is to bridge online and offline sales by addressing data and promotional alignment challenges between digital and store footfall.

1. ACER CONFIDENTIAL
Demand Generation: using mobile and
data to boost bricks-and-mortar sales
Francesco Federico
Former Global Digital Marketing Director
London, 6 July 2016

2. ACER CONFIDENTIAL
Customer Journey: The Dream
1

3. ACER CONFIDENTIAL
Customer Journey: The Reality
2
• Non linear
• Happens in “micro
moments”
throughout the day
• Cross-device
We need to have individually-tailored marketing
propositions for each prospect/customer. Rule-based
marketing automation tools are not enough anymore.

4. ACER CONFIDENTIAL3

5. ACER CONFIDENTIAL
A Simple Start: Acer.com
4

6. ACER CONFIDENTIAL
Analyze, Understand, Engage: Our Recipe to master the
journey
5
• Analyze
Track users’ behaviour on our owned digital
properties and cross-reference it with second/third
party data in order to recognize patterns: purchase
intent;
• Understand
Capture in depth each user’s needs and
expectations, to picture her/his context;
• Engage
Act in real time with personally tailored messages
and offers: our best bet in fulfilling users’ needs.

7. ACER CONFIDENTIAL6
First Step: Implementing Real Time Intelligent Pricing on Acer.com properties

8. ACER CONFIDENTIAL
It all starts with real time tracking on Acer.com
7
All pages are grouped into
macro sections
(Homepage, Laptops,
Support, etc.)
Web visitors are mapped in
real-time along their journey
Acer.com sections

9. ACER CONFIDENTIAL
We then assign an Engagement Score to each user
8
Each Acer.com visitor is assigned an
Engagement Score based on which our
acquisition/retention strategy will
adapt.

10. ACER CONFIDENTIAL
Prospect Conversion: Dynamic acquisition
9
Centered Example
Sidebar Example
Proactive behaviorally targeted messaging reflect
the user’s top product interest and provides
immediate link to Online Retailers

11. ACER CONFIDENTIAL
Prospect Conversion: Results
10
This user is browsing many notebookand 2-in-1
pages, showing hot interest for our products.
By looking at the value of those products we
could choose to propose an outbound call to
try finalize the sale, while for lesservalue
products we could just show a banner to our e-
commerce store.
In this way we commiserate marketing
acquisition investment to the actual or
potential value of the customer.
Acquisition costs -20%
Conversion rates +30%Key Variables Considered:
 Product Value (margin and lifecycle)
 Customer Value (actual or potential)
 Previous Owned/Paid/Earned Media Interactions
 Location and Channel Partners Promotions

12. ACER CONFIDENTIAL11
Second Step: Data-powered creatives

13. ACER CONFIDENTIAL
Informing the media mix with data
12
Google AdWords RLSA rely 100% on a rules-based approach.
This results in either:
1. Excluding highly engaged prospects
2. Trying to guess which audience they should be in
3. Inundating them with irrelevant ads
(It also requires a lot of work to configure and keep track of the rules.)

14. ACER CONFIDENTIAL
A 35% Clickthrough Uplift vs. Rule Based Retargeting
13
We use our user scoring to bucket people into the right
Remarketing Lists based on their overall interest categories
and real time engagement scores.
Model A
Model B
Model C
Model D
User receives
the right
Adwords
creative
2015
Model B
We know what each user
was most engaged with

15. ACER CONFIDENTIAL14
Third Step: Bridging the gap between online and offline

16. ACER CONFIDENTIAL15

17. ACER CONFIDENTIAL
Challenges
16
• Data!
Often sellout data is not given, thus it is very difficult to provide enough stores
coverage = high risk of sending customers in stores with no product availability =
customer lost to competition;
• Hard to align with local promo
The opportunity of aligning in real time with hyper-local in-store promotions is huge,
but very hard to grasp due to data alignment issues and business decision lead time.

18. ACER CONFIDENTIAL
The opportunity of granular analytics
17
Along with complexity
there is also the great
opportunity of matching
media performance with
retail footfall.
By identifying
demand/supply
unbalances media mix
can be further geofenced
and segmented to
achieve ultimate
efficiency.

19. Thank you
Let’s continue our conversation
@frandrake