This document provides an overview of Pulse, a universal data collection and integration platform, and how it addresses enterprise measurement challenges. It discusses how Pulse provides end-to-end data control and flexibility, allowing for new analyses like online-to-store measurement and cross-device measurement. The case study highlights how Pulse improved a retailer's ability to attribute offline conversions to media by increasing online-to-store match rates and unlocking insights more quickly.

1. Sept 13, 2016
using Pulse to power
enterprise measurement

2. who we are 3
the measurement problem 6
enterprise measurement case study 9
Pulse powered measurement 16
q&a 21
agenda
2

3. about Ovative/group

4. company overview
a marketing measurement & activation agency
minneapolis, mn
employees: 65+
founded: 2009
deep expertise: data, analytics,
measurement, marketing execution
high-growth: 55% 5 year CAGR
what we do
O/g fearlessly unlocks the potential in data – this is
through advanced marketing measurement and
innovative and flawless activation of marketing and
media
how we drive value
O/g brings together disparate data sources into a
seamless environment where true marketing
effectiveness can be understood and activated upon –
driving improved marketing performance

5. who we are
Greg Engen
senior vice president,
business development
Alex Andrews
senior analyst,
measurement & activation

6. the measurement problem

7. the evolving marketing challenge
most businesses have a marketing environment that is comprised of many disconnected
touchpoints and customer types across multiple channels and devices
offline
online
offline
online offline online
consideration
channel(s)
marketing
channel
device
type
mailer
awareness consideration intent purchasedecision
directsearch email
path to purchase
TV
87%
of shoppers gather information
before they transact offline
70%
of marketing executives said they would
increase spend on mobile, digital and social
platforms, if they had the insights to do so
64₵
of every dollar spent in physical
stores influenced by a digital
interaction
Sources: Think With Google; Deloitte Digital study; WPP agency Millward Brown Digital 7

8. measurement components
8
measurement
decomposed
what does a measurement system have to do?
a holistic measurement system has:
• comprehensive collection mechanisms
• powerful integration capabilities
• flexible & meaningful analytics
• and impactful ways to activate.
collect integrate analyze activate

9. case study

10. the situation
specialty omni-channel retailer needs improvements in enterprise measurement
$1B+ retailer
1000+ locations
store eComm
10

11. prior architecture
provided inaccurate and incomplete view of digital marketing touchpoints
email open
display
impression
natural search store orderonsite
email
platform
ad server web analytics CRMweb analytics
enterprise
measurement system
eComm
converting
paths only
post-click
only
generic
processing
rules
11

12. :
how can we create an enterprise measurement platform
that reflects the true value of digital marketing at a
tactical level, including digital’s impact on offline sales?

13. key requirements
needed a flexible, scalable system that could give us an uninterrupted view of users
identification of a user should be
first-party to the client, not the platform
data should remain entirely
unprocessed by capturing system
email
site
display
13

14. : Pulse
universal, log-level data collection of all
interactions within the client domain, with
all data collected as first-party to the client

15. measurement components
15
collect integrate analyze activate

16. Pulse powered architecture
email open
display
impression
natural search
store order
onsite
email
platform
display
platform
CRM
web analytics
Pulse
channel-specificreporting
16

17. integration benefits of Pulse
17
end-to-end
data control
platform
independent
scalability &
flexibility
O/g controls data pipeline while data is owned by client
intentionally defined data processing rules specific to client & use case
entirely cloud data stack provides unprecedented cost efficiency
agile development of new use cases with little reengineering
operates independently from current measurement and execution platforms
doesn’t require any integration efforts with digital platform changes

18. new analyses unlocked
• online-to-store measurement
• cross-device measurement
• optimize to attributed revenue at more granular levels
• more granular CPA (cost-per-acquisition) measurement
• ongoing incrementality testing
18

19. Pulse provides massive improvements in both match rate and time to value
online-to-store
19
higher
identification
rates
more
connections to
offline
attribute offline
conversions
to media
% offline sales identified online

20. insight to activation
how does match rate drive measureable value?
20
speed comprehensiveness actionability
greater visibility to offline impact
in a fraction of the time
more representative
sample of consumers
tactical testing of media to
offline conversions

21. thank you
Greg Engen
greg.engen@ovative.com
Alex Andrews
alex.andrews@ovative.com