The document discusses the challenges and strategies of integrating online and offline e-commerce, particularly in Greece and beyond. It emphasizes the importance of tracking performance across various media and understanding consumer behavior in both online and physical stores. The author outlines a step-by-step approach for analyzing the return on investment (ROI) and customer lifetime value in a multi-connected marketing environment.

1. Costas Mantziaris / Mindworks
Integrating Online & Offline

2. E-COMMERCE IS THE FUTURE!

3. E-COMMERCE IS THE FUTURE!
... OR MAYBE NOT?

4. THIS IS GREECE

5. AND THINGS AREN’T MUCH BETTER ABROAD
GR
UK
US

6. WHY WON’T MOST CONSUMERS
BUY ONLINE?

7. IS IT STILL HARD AND
WE (PROBABLY) DON’T
WANT TO LISTEN

9. WELCOME TO THE
“BRICKS & CLICKS” ERA

10. CONSUMER
THE MISSING PIECE

11. LET’S IMAGINE THIS...

12. ADVERTISER RUNS
A TV CAMPAIGN

13. ALONG WITH MANY
OTHER (DIGITAL) MEDIA

14. SOME CONSUMERS GO
TO THE WEBSITE
Probably from a mobile device

15. SOME WILL BOUNCE

16. SOME WILL BOUNCE
SOME WILL STICK AROUND

17. SOME MAY BUY ONLINE

18. SOME MAY BUY ONLINE
BUT MOST PROBABLY WON’T

19. SOME MAY RETURN LATER ON

20. SOME MAY VISIT A STORE

21. BUT CERTAINLY, MOST WILL
BUY SOMETHING OFFLINE

22. WHERE IS
THE ROI?

23. HOW CAN WE TRACK
PERFORMANCE IN A
MULTI-CONNECTED WORLD

24. WARNING: EXPERIMENTAL MATERIAL

25. IT ALL STARTS WITH UNIVERSAL

26. Step 1:
Track every source available + apply cost data

27. 14:20
Ø
Noise
Floor(1)
14:25 14:30 14:35 14:40
i.e.
broadcast
on
MEGA
at
14:23
According
to
broadcas@ng
schedule
... 00:45 00:50 00:55
...
Impact
of
TV
adver0sement
49
visits
without
conversion
(
)
and
6
with
immediate
conversion
(
)
and
1
with
ensuing
conversion
(
)
Peak
threshold
Step 2:
Try to understand how TV impacts
online traffic to the website & conversions

28. Step 3:
Understand how visitors behave in your stores

31. Step 4:
Upload your CRM Data directly into your
Universal Analytics

32. Step 5:
Now segment & enjoy
precision targeting.
Understand the true
Customer Lifetime Value

33. BE AWSOME!

34. BUT NEVER FORGET...

35. “Not everything that can be
counted counts, and not
everything that counts can
be counted”
- Albert Einstein

36. Gary Vaynerchuk - What is the ROI of your mother?

37. Thank You!
Costas Mantziaris / Mindworks