Access the full event here: https://event.on24.com/wcc/r/1816077/DFF9ECD078983862B13E8F3DA3C7144A
Retailers have more data at their disposal than ever before. Every day new sources and types of data become available. It is critical that retailers are able to consume and analyze this data in order to understand the discrete success factors that drive store success. Location Intelligence combined with leading edge data science is how best in class retailers are finding insights they need to drive growth in today’s Unified Commerce environment. Join Gary Sankary from Esri and Joe Whitley from Environics Analytics to learn how advances in GIS technology and DataScience are enabling retailers to create interactive management decision support tools that that drive top line growth and bottom line performance.
Exhibitor Insights Presentation from Retail’s BIG Show, January 15-17, 2017.
PHIL GEARY, Dir., Marketing and ECommerce, The Entertainer
SARAH TAYLOR, CMO, SmartFocus
ROB WOOD, Head of Online, The Entertainer
Exhibitor Insights Presentation from Retail’s BIG Show, January 15-17, 2017.
PHIL GEARY, Dir., Marketing and ECommerce, The Entertainer
SARAH TAYLOR, CMO, SmartFocus
ROB WOOD, Head of Online, The Entertainer
State of Local: Then & Now - Greg Sterling, Local Search Association #LSS2016Rio SEO
Local Insights & Strategies
Impact of Digital on Offline Consumer Behavior
Evolution of Local Search
Search to Assisted Discovery
Directories to Marketplaces
ROI Speculation to Actual Measurement
Inferred and Expressed Intent
Ambiguity Regarding Intent
Specific Site Categories
Ranking on the SERP
Search = Directional Intent
Online Influencing Online = Reviews
Internet Reach Extended
Mobile Enables "Location Analytics"
Multiple Sources and Multiple Devices
Mobile Now the Primary Device
New Kinds of SEO (LBO/PVO)
From SEO to Data Optimization
AI + NLP + VA + UI + New Search Experiences
Screen Free Search, Connected Cars, New Realities
Conversational Commerce
AI / Bots / Assistants
#LSS2016
View the full webcast here: http://rtou.ch/2psEzLA
GIS Drives Customer Engagement
Data and Location Analytics Enable Retailers to
better understand their customers
Exhibitor Insights Presentation from Retail’s BIG Show, January 15-17, 2017.
The right technology can help rapidly unify commerce. Learn how cloud-based solutions on a single platform quickly integrate & improve customer engagement and sales.
JIM BARNES, CEO, Enspire Commerce
Mistaken Identity: How to Solve Incorrect Data in Local ListingsSurefire Local
Learn actionable tips from Bryan Rutcofksy, an expert on local listing data from Yext, on:
- Connection between your local listings and customers
- What are the reasons for duplicate listings
- How can listing errors get fixed in 72 hours
- New address, new phone number updating your information once and fix it everywhere
- Control listings in one place
Have any burning questions for our experts? Send them to teamsocial@surefiresocial.com.
Infographic: Mind the digital experience gapClicktale
A gap is emerging between those who are embracing digital transformation and those who continue to do things the same old way... And there is no sign of that gap closing in 2018.
Find out more at www.clicktale.com
Retail's BIG Show
January 15-17, 2017
GREG BUZEK, President, IHL Group
JEFF ROSTER, VP, Strategy, IHL Group
DAVID STROBELT, SVP/CIO, Modell’s Sporting Goods
SCOTT EMMONS, Director and Founder, Innovation Lab, The Neiman Marcus Group
Retail's BIG Show
January 15-17, 2017
What's Hiding in Your Point of Sale Data?
Irad Ben-Gal, Stanford University/C-B4
Miki Cisic, C-B4 Analytics
Joe Gauthier, Wesco, Inc.
In today’s digital world, it seems that the connected consumer wields all the power. But retailers hold the power of data — social,
local, mobile, POS, CRM. It all adds up to actionable insight. In this session led by Simon Thompson, Director, Commercial Solutions at Esri, find out how to make sense of it all, by:
· Leveraging your data to shift the balance of power;
· Creating a meaning context for big data;
· Extracting the value of your social, location-based, and mobile data; and
. Implementing a system that adds value to your organization.
Benchmark Intelligence is a suite of analytics tools for enterprise location management.
Benchmark makes it easy for enterprises with 100's to 10,000's of locations to monitor the health of their franchises. We also make it easy for enterprises to measure their competitors health as well.
Benchmark does this by programatically accessing all of a franchise’s locations on directories such as Google Maps, Yelp, Foursquare, and Facebook. We are then able to analyze the collected information and distill it into meaningful insights.
With our software it’s easy to identify unlisted locations or locations underperforming the enterprise average. We can even identify problematic regions or franchise owners. Our programmatic access even makes it possible to compare your enterprise’s ratings to your nearest competitors.
Simon Malls | Digital Marketing - Indy SocialMedia - Location, Location, Loca...Patrick Flanagan
Location-Based Services (otherwise known as LBS by the cool kids) started to hit their stride last summer. Now millions are checking in daily to sites like Foursquare, Gowalla, Yelp and Facebook Places. But why? Many are seeking the answer to that question, including Simon Property Group.
At this breakfast, you'll hear from one of the world's largest retail real estate companies and their LBS approach to engaging customers and visitors. Simon Malls has been aggressively playing up it's localized nature by participating in the LBS ecosystem across Foursquare, SCVNGR, shopkick, Google Places, indoor mapping and proximity based SMS delivery to name a few that we will dig into. Come, learn and discuss together what is working, what is not and help identify some emerging best practices in the fast pace world of location.
Making data sexy: Data Visualization for Digital MarketingMashMetrics
Are your stakeholders falling asleep while you explain your monthly reports? Are you having a hard time separating metrics from insights? Do your Excel charts look like they are from the 80's? This deck will explain some of the key pitfalls to a boring data presentation. We walk through a real-life Digital Marketing example of Google Analytics data and other insights to help you along your data-driven journey.
Automechanika: How to Use Digital Marketing to Grow Your Business in a Consol...Summit eMarketing Sherpas
Now that almost 90% of consumers search online for local business, almost 70% use a smart phone, almost 75% participate in social media, over 90% check their email and text messages daily and 79% trust online reviews as much as personal recommendation, independent auto body and repair shops can use these tools to increase sales, customer counts and referrals.
Session participants were introduced to how a website, email, text messaging, social media and online reviews can help them grow their business in today’s competitive and consolidating market.
State of Local: Then & Now - Greg Sterling, Local Search Association #LSS2016Rio SEO
Local Insights & Strategies
Impact of Digital on Offline Consumer Behavior
Evolution of Local Search
Search to Assisted Discovery
Directories to Marketplaces
ROI Speculation to Actual Measurement
Inferred and Expressed Intent
Ambiguity Regarding Intent
Specific Site Categories
Ranking on the SERP
Search = Directional Intent
Online Influencing Online = Reviews
Internet Reach Extended
Mobile Enables "Location Analytics"
Multiple Sources and Multiple Devices
Mobile Now the Primary Device
New Kinds of SEO (LBO/PVO)
From SEO to Data Optimization
AI + NLP + VA + UI + New Search Experiences
Screen Free Search, Connected Cars, New Realities
Conversational Commerce
AI / Bots / Assistants
#LSS2016
View the full webcast here: http://rtou.ch/2psEzLA
GIS Drives Customer Engagement
Data and Location Analytics Enable Retailers to
better understand their customers
Exhibitor Insights Presentation from Retail’s BIG Show, January 15-17, 2017.
The right technology can help rapidly unify commerce. Learn how cloud-based solutions on a single platform quickly integrate & improve customer engagement and sales.
JIM BARNES, CEO, Enspire Commerce
Mistaken Identity: How to Solve Incorrect Data in Local ListingsSurefire Local
Learn actionable tips from Bryan Rutcofksy, an expert on local listing data from Yext, on:
- Connection between your local listings and customers
- What are the reasons for duplicate listings
- How can listing errors get fixed in 72 hours
- New address, new phone number updating your information once and fix it everywhere
- Control listings in one place
Have any burning questions for our experts? Send them to teamsocial@surefiresocial.com.
Infographic: Mind the digital experience gapClicktale
A gap is emerging between those who are embracing digital transformation and those who continue to do things the same old way... And there is no sign of that gap closing in 2018.
Find out more at www.clicktale.com
Retail's BIG Show
January 15-17, 2017
GREG BUZEK, President, IHL Group
JEFF ROSTER, VP, Strategy, IHL Group
DAVID STROBELT, SVP/CIO, Modell’s Sporting Goods
SCOTT EMMONS, Director and Founder, Innovation Lab, The Neiman Marcus Group
Retail's BIG Show
January 15-17, 2017
What's Hiding in Your Point of Sale Data?
Irad Ben-Gal, Stanford University/C-B4
Miki Cisic, C-B4 Analytics
Joe Gauthier, Wesco, Inc.
In today’s digital world, it seems that the connected consumer wields all the power. But retailers hold the power of data — social,
local, mobile, POS, CRM. It all adds up to actionable insight. In this session led by Simon Thompson, Director, Commercial Solutions at Esri, find out how to make sense of it all, by:
· Leveraging your data to shift the balance of power;
· Creating a meaning context for big data;
· Extracting the value of your social, location-based, and mobile data; and
. Implementing a system that adds value to your organization.
Benchmark Intelligence is a suite of analytics tools for enterprise location management.
Benchmark makes it easy for enterprises with 100's to 10,000's of locations to monitor the health of their franchises. We also make it easy for enterprises to measure their competitors health as well.
Benchmark does this by programatically accessing all of a franchise’s locations on directories such as Google Maps, Yelp, Foursquare, and Facebook. We are then able to analyze the collected information and distill it into meaningful insights.
With our software it’s easy to identify unlisted locations or locations underperforming the enterprise average. We can even identify problematic regions or franchise owners. Our programmatic access even makes it possible to compare your enterprise’s ratings to your nearest competitors.
Simon Malls | Digital Marketing - Indy SocialMedia - Location, Location, Loca...Patrick Flanagan
Location-Based Services (otherwise known as LBS by the cool kids) started to hit their stride last summer. Now millions are checking in daily to sites like Foursquare, Gowalla, Yelp and Facebook Places. But why? Many are seeking the answer to that question, including Simon Property Group.
At this breakfast, you'll hear from one of the world's largest retail real estate companies and their LBS approach to engaging customers and visitors. Simon Malls has been aggressively playing up it's localized nature by participating in the LBS ecosystem across Foursquare, SCVNGR, shopkick, Google Places, indoor mapping and proximity based SMS delivery to name a few that we will dig into. Come, learn and discuss together what is working, what is not and help identify some emerging best practices in the fast pace world of location.
Making data sexy: Data Visualization for Digital MarketingMashMetrics
Are your stakeholders falling asleep while you explain your monthly reports? Are you having a hard time separating metrics from insights? Do your Excel charts look like they are from the 80's? This deck will explain some of the key pitfalls to a boring data presentation. We walk through a real-life Digital Marketing example of Google Analytics data and other insights to help you along your data-driven journey.
Automechanika: How to Use Digital Marketing to Grow Your Business in a Consol...Summit eMarketing Sherpas
Now that almost 90% of consumers search online for local business, almost 70% use a smart phone, almost 75% participate in social media, over 90% check their email and text messages daily and 79% trust online reviews as much as personal recommendation, independent auto body and repair shops can use these tools to increase sales, customer counts and referrals.
Session participants were introduced to how a website, email, text messaging, social media and online reviews can help them grow their business in today’s competitive and consolidating market.
Re-Calibrating Your Branch Transformation Strategy: The Role of Predictive An...Precisely
On-going branch transformation plans have been disrupted. Bank and credit union customers are relying more and more on appointment-only lobby hours, drive-up locations and digital channels to do their banking.
What do these short-term disruptions mean to the future of location-based networks, and how can you reassess the importance of location, facility design and usage? Now more than ever, banks and credit unions must find ways to keep up by transforming their branch networks and re-evaluating the importance of location.
Register for this webinar to learn:
- The shift in the value of location: location dependent to location influenced behavior
- Key elements in designing a thin branch infrastructure network
- Community matters: matching the branch design to the consumer
- Resetting customer and employee experience at the branch-what is the right balance of technology
Content Commerce + Growth Strategies For Online RetailersRoland Frasier
Content meets Commerce and growth strategies presentation for online retailers. The most successful internet retailers strategies combine compelling content with commerce to reach more customers and achieve sustainable growth.
A Behind-the-scenes Look into What it Takes to Be Competitive in AdWords Today
Whether you're just getting started in paid search, or are a seasoned expert, you know the key to success is out-performing businesses competing for your target audience.
Using the data behind the 2018 AdWords Industry Benchmarks, WordStream's Sr Data Scientist, Mark Irvine, will guide you through what it takes to be competitive in your industry.
In this webinar you will learn:
• How your account performance compares to your competitors
• Which areas of your account require the most attention
• What strategies are being used by AdWords' best performing accounts
How to Think Product Analytics in PM Interviews by Amazon Sr PMProduct School
Main takeaways:
- Knowing what metrics to measure and how to measure them are key skills for a Product Manager. Interviewers are always going to gauge this aspect.
- How should we think about setting Product Metrics for every situation? How should we think about measuring these?
- What are the strengths and limitations of A/B testing. When can you use it and when should you rely on other methods? What are the different methods for measuring metrics and when to employ those.
The Retail Strategy and Planning Series is designed to provide retail executives with the tactical tips, insights, metrics and trend data needed to guide 2017 strategies. Today’s retailers need to tap every tool in their arsenal to satisfy shoppers. Location data can improve personalized interactions, customized product offerings and optimized merchandising decisions. Tune into this exclusive #RSP16 event to learn more: http://ow.ly/jEEx304f3Rt
Connect the Likes: Tracking Visits to Improve Facebook Ads PerformanceHanapin Marketing
Join Kapil Mohan, product manager at Zenreach, and Bahador Jamshidi, paid social account manager at Hanapin, to learn how to use Facebook offline conversion to track campaigns to real-world outcomes.
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
Marketing Management Process PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Marketing Management Process Powerpoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with seventy three slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Marketing Management Process Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
Similar to Location Intelligence - A Critical Tool in Retail Performance Management (20)
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1943213/38846AF00F46D5307C0D6A919EC74D9C
"Retailers across categories are rethinking their brick-and-mortar strategies, shifting from pushing sales to building communities. In fact, new data from Retail TouchPoints and TimeTrade reveals that more brands are experimenting with pop-ups, product launch events, influencer events and classes to drive in-store traffic, build local engagement and even drive bottom-line results. During this webinar, RTP and TimeTrade will provide an exclusive first look at the results, delving into:
• Trends in experiential retail, including top tactics, promotion and amplification trends, and more;
• Common challenges in experiential strategy and execution; and
• Missed opportunities and areas where retailers can improve."
Building Customer Success With Enhanced Employee EngagementG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1956171/6FBD87FB123A769E1C9499F4CDC6E922
"Successful retailers recognize that their front-line employees are much more than just shelf-stockers and cashiers: they are absolutely critical to creating the kind of unique, memorable customer experiences that differentiate a retail brand. Unless their employees feel that they are an engaged, vital part of the shopping experience, retailers are finding that it’s nearly impossible for them to execute on customer experience (CX) initiatives.
By tapping into the Voice of the Employee (VoE) — which involves collecting, managing and acting on employee feedback — and by linking it to Voice of the Customer (VoC) programs, retailers can get the data they need to enhance employee engagement. And with Millennials and Gen Z employees entering the workforce, their desire for finding connection and purpose at their jobs increases the necessity and value of such programs.
This Retail TouchPoints Connected Consumer Series webinar, sponsored by Medallia, will use real-world retailer examples to explore how VoE and VoC can be successfully linked, and how retailers can use the data and insights generated by these communication initiatives to build employee engagement, enhance the customer experience and boost the bottom line. Additionally, attendees will learn what’s needed to establish a VoE program; what to look for in a partner; and how best to use the information that the program generates to achieve desired business results."
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1959223/858371423C975CB61D19288C605A108C
"The last mile has become a customer experience battleground for retailers, but it’s one that brands can win. While Amazon has raised consumer expectations around delivery speed, what shoppers really want are delivery options tailored to their needs — including self-service options; visibility into where and how their delivery will arrive; and no-hassle resolution when issues do occur. Retailers that focus on last-mile improvements reap benefits such as higher NPS scores, increased AOV and greater customer loyalty.
In this Connected Consumer Series webinar from Retail TouchPoints, sponsored by Convey, attendees will learn how Delivery Experience Management (DEM) provides the single source of last-mile data and tools needed so that retailers can actively manage deliveries efficiently, at scale. Nearly 12% of all shipments encounter some kind of issue, from delays to damaged packages — retailers can either head off problems before they occur, or quickly resolve them to the customer’s satisfaction. With DEM, retailers can ensure customers get their orders how and when they expect, taking intelligent action to correct issues along the way and uphold brand promises.
DEM best practices from retailers including Grove Collaborative, Uncommon Goods and Neiman Marcus will illustrate how retailers can proactively turn around negative shipping experiences, and often avoid them altogether. Expert commentary from a leading industry analyst will identify key last mile challenges and reveal what retailers can do to address them, resulting in efficient transportation, top line growth, and happier customers."
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963090/8D083B7B55462D75E842E96A689457C3
"From Amazon opening physical stores to Facebook opening a marketplace, the retail world is changing. Fast. And consumer behavior is the driving force behind much of that change. Brands and retailers have shifted toward “omnichannel” strategies across the retail landscape to target the increasing number of consumer touchpoints as well as the convergence of channels, business models and customer experiences. But e-commerce marketplaces are still a vital part of this changing landscape.
In this webinar, we’ll talk about recent consumer trends and specifically how brands and retailers can leverage e-commerce marketplaces to capitalize on them.
You’ll learn:
• An overview of omnichannel 2.0: Stores, delivery, mobile and voice
• Why marketplaces fit in well with current omnichannel trends
• Which domestic and international marketplaces you should consider
• How to win on marketplaces through more visibility
• And more"
The Store is Media: Reengineering Frontline Teams for the New Age of RetailG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963727/632C5E2064B82920B10916ACEA80499E
"The physical store is by far the most powerful media channel your brand has - a living, breathing, experiential story about your brand, your values and the things you sell. The new role of stores is not simply to distribute products, but to distribute remarkable and memorable experiences. The question is, who are the people entrusted with bringing your brand story to life? What cultural onboarding, training, skills and tools do your frontline staff need in order to be your stand-out storytellers - the trusted voice and face of your brand.
Join us on April 2 to learn how pioneering brands are reengineering their frontline teams for the new age of retail where the customer is king and experience is everything."
Access the full event here: https://event.on24.com/wcc/r/1828218/4A38B85D06648AB3305659E6CBC56924
This session will provide a blueprint of how top brands are integrating ecommerce, POS and order management to provide seamless a shopping experience across channels. By providing scenarios of real-life shopping journeys, the session would highlight how retail brands are using cloud systems to innovate and keep up with fast-moving market dynamics.
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1830314/96CA67060DE107FBB5BB20AE05F86E56
"Let’s face it, customers don’t care about ""omnichannel"" - they just want a seamless and unified experience relevant to their needs. To meet customer expectations, retailers must consider the entire customer journey in their acquisition and retention strategies to optimize life time value. In this session, we will explore how to use customer journey mapping to design differentiated experiences across all customer-facing channels and share best practices for achieving a truly unified and seamless retail approach.
During this webinar we will discuss:
• The importance of customer journey mapping in today's retail world
• When and how to use customer journey mapping
• Architecting your customer journey map - the structure, data and process "
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1817452/02D1B9BC132DB9B7D2D14665CC4B815D
The first in a succession of monthly holiday-focused webcasts, this session will help retailers prepare for the holiday shopping season ahead. Stay tuned for related online events in Q4 2018 and the anticipated Holiday Wrap Up in Q1 2019!
It’s the happiest time of the year, but it’s the busiest too, particularly for retailers. Every year, Salesforce analyzes data from 500 million shoppers to develop insights related to shopping behaviors during the holiday season. Last year, shoppers favored mobile to search for and purchase holiday gifts. AI-powered product recommendations demonstrated their value, driving a lift in overall transaction size for digital commerce. And every holiday season brings an element of surprise, such as the growing adoption of mobile combined with physical stores opting out of store hours on Thanksgiving Day or Black Friday.
Tune in to hear about what’s in store for retailers this holiday season and what retailers must do to capture the hearts, minds and wallets of today’s sophisticated shoppers. Listen to Salesforce’s Rick Kenney, Sr. Director, Industry Strategy and Insights and Caila Schwartz, Business Intelligence Senior Analyst, discuss shopper research trends and how to create impactful shopping experiences to set your business up for holiday success.
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1857248/435508AB175DDF720B1F0B902B23DB52
Believe it or not, it’s that time of year again.
Annual planning is a huge undertaking - laying out strategy and tactics to achieve your goals in the new year. But where should you start?
Start with the Full Circle Method: Planning, Achieving, Optimizing, and Evaluating. At the intersection of strategy, planning, and measurement, these four steps will help you study your breakthroughs and busts in 2018 and use those insights to plan for an amazing 2019. Come learn how successful companies have leveraged this data-driven framework to optimize their strategy, powered by funnel metrics and attribution data.
After this session, you will be ready to:
Derive insights from past campaign performance to plan next year’s campaigns
Layout a 4-part strategy to reach your goals
Create a marketing budget to support your 2019 objectives
With these tools, dive into your 2019 planning with confidence - following practical next steps and a proven success strategy.
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1851123/DEA043797F4B69BB82731C9B36A9B172
Everyone talks about the importance of personalizing the customer experience. But what does that really mean? Sure, you can greet people by name in email, but that feature has been around for a decade already. Today’s customer experience is bigger than email, and to your customer, true personalization is about
so much more than seeing their name.
After this session, you’ll be able to:
Identify new ways to personalize across your entire customer experience, including and beyond email
Maximize the most valuable customer data that exists in your different tools and systems
Strategize and coordinate with your internal teams to deliver more relevant, accurate, and productive customer and lead nurturing
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1861706/5433650BDB199FF227EC5D4E2F2E72BC
"Does the task of identifying what existing content you can use for a new campaign bring on a cold sweat? Can you justify the cost of new content, without knowing exactly what you’ve got on hand? Content audits are the gifts that keep on giving, unwrapping new opportunities as you analyze the results and identify opportunities for targeting existing and new personas; diversifying your formats; and identifying neglected buying stages. The results of a custom audit can go further to give you laser focus on a specific campaign, a trending topic, or a new theme or persona. Presenting the results of a content audit can also help educate stakeholders and gain support for making investments in content marketing best practices.
Join Content4Demand and JLL to see how JLL examined its existing content to mine the gems it could use for its upcoming Future of Work (FOW) campaign.
Christine Elliott and Dana Harder will walk viewers through JLL’s successful custom content audit and discuss its value, including:
The importance of an audit as a foundational element for a cost-effective and best-in-class content strategy
The importance of identifying critical audit criteria to align to the desired outcomes
Content to be used for upcoming demand generation campaign
Providing data and insights on how content aligns to five campaign dimensions, service lines, and other strategic initiatives (like client maturity)
How the audit helped align existing content to the five Future of Work campaign dimensions and used scoring to determine depth of relevance
How applying additional custom criteria can create audit results that become a strategic weapon in advancing key marketing initiatives
JLL was able to instantly see where to allocate budget for new content development to achieve multiple campaign objectives.
Ready to uncover the secret treasures in your content library? Register for the webinar and learn to mine your content for a complete campaign.
Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309
Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.
Accelerate Your Partners' Digital Transformation With Point-Based RewardsG3 Communications
Access the full event here:
https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F
In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach.
Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process.
Join us to discuss data around the partner journey:
Awareness: 70% of partners learn about new technologies via vendor events;
Consideration: On average partners consider 2 - 3 vendors against each other;
Decision: Technical evaluation is the most important element in their decision to bring on a new vendor;
Experience: People affect the experience the most (infrastructure second); and
Growth: On average, partners drop 10% of their vendors each year.
Access the full event here:
https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F
In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach.
Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process.
Join us to discuss data around the partner journey:
Awareness: 70% of partners learn about new technologies via vendor events;
Consideration: On average partners consider 2 - 3 vendors against each other;
Decision: Technical evaluation is the most important element in their decision to bring on a new vendor;
Experience: People affect the experience the most (infrastructure second); and
Growth: On average, partners drop 10% of their vendors each year.
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...G3 Communications
Access the full webcast here: https://dg-r.co/2L5QdrM
Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results.
During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...G3 Communications
Access the full webcast here: https://dg-r.co/2uiS82A
Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts.
Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...G3 Communications
Access the full webcast here: https://dg-r.co/2LhxSVI
In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors.
The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss:
* The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and
* The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.
The ABM Content Challenge: How to Balance Personalization and ScaleG3 Communications
Access the full webcast here: https://dg-r.co/2zBQYV7
The prospect of feeding the ABM content beast can be daunting. How do you scale the process of creating rich, engaging content that’s relevant for a single account?
There’s no simple answer, but this session will explore several useful techniques and tactics including:
• Repurposing on-demand content for targeted digital campaigns;
• Using webinars to engage buying teams, not just individuals;
• Developing a campaign mix for 1:1 programs into top accounts; and
• Applying an ABM framework to upsell and cross-sell customer accounts.
By combining a modular, issue-based approach to content with a combination of webinars and content hubs, you can engage a wide range of your top accounts while keeping the content beast at bay.
3. May 6-8, 2019
SAVE THE DATE:
Convene, New York City
www.retailinnovationconference.com
4. #RSP18
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Join all our #RSP18 sessions live for the best chance to win
• $10 Starbucks gift cards - 1 winner per session
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5. How are we doing?
#RSP18
Questions, Tweets, Resources, Survey
7. Location Intelligence
A Critical Tool for Retail Performance Management
Joe Whitley
joe.whitley@environicsanalytics.com
Gary Sankary
gsankary@esri.com
10. But what DRIVES your success?
Trade Area Development
Competition
Cannibalization
Consumer Behaviors
Demographics
Spending
Movement
Store Characteristics
Brand Concept
Neighborhood
Type of Location
Transportation Network
Operational Data
Point of Sale Data
Store Team
11. Today’s
Agenda
Discuss some of the new data
sources available to retail today
Review strategies to analyze and
use insights from disparate data
Modeling and Site Model
Development
Location Science and Spatially
Enabled Analytics
12.
13. Challenges
Changing Demographics
• Generational Differences in Eating Out
• Service Expectations
• Pricing Models
Competition
• Blurring of Dining Segments
• New Concepts/Trends
• Home Delivered Meal Plans
Multiple Channels
• Dine-In
• Home Delivery
• Take Out
• Catering
14. Challenges
Changing Demographics
• Generational Differences in Eating Out
• Service Expectations
• Pricing Models
Competition
• Blurring of Dining Segments
• New Concepts/Trends
• Home Delivered Meal Plans
Multiple Channels
• Dine-In
• Home Delivery
• Take Out
• Catering
Strategy
• To better understand the
metrics, at the local level,
that drive success
• Engage with customers
with more relevant offers
and experiences
• Grow sales in existing
restaurants
• Find new market
opportunities for
continued growth
20. Urbanicity
Typing
Trade Area
Analysis
Key Metrics
Analysis
Customer
Research
Site Model
Development
Who is my customer and where
do they live and work?
What stores are similar in terms of
population and employment density
patterns?
How far are my customers
willing to travel?
What are the key drivers of
store performance?
What is the sales potential for future
store locations?
29. Spatial
Interaction
Models
29
What they are
How they work
Interactions and what if scenarios
Takes into account multiple dimensions
that affect your business
Used as a predictor of performance and a
decision support tool
31. Total Dollars in a specific
geography for a product or
service
Spatial Interaction Models (SIMS)
Potential
Attracti
veness
DistanceAffinity
Attractivenes
s
32. Attractiveness of a specific
location for a branch or a
store
Total Dollars in a specific
geography for a product or
service
Spatial Interaction Models (SIMS)
Potential
Attracti
veness
DistanceAffinity
Attractivenes
s
33. Attractiveness of a specific
location for a branch or a
store
Distance the customer
must travel to a location
based on where they live
and/or work
Total Dollars in a specific
geography for a product or
service
Spatial Interaction Models (SIMS)
Potential
Attracti
veness
DistanceAffinity
Attractivenes
s
34. Attractiveness of a specific
location for a branch or a
store
Distance the customer
must travel to a location
based on where they live
and/or work
Consumer preferences for
a brand
Total Dollars in a specific
geography for a product or
service
Spatial Interaction Models (SIMS)
Potential
Attracti
veness
DistanceAffinity
Attractivenes
s
35. Site Detail Report
Site Information Model Results
Site ID 1
Address 123 Main Street Sales Forecast On Premise $1,200,000
City Anywhere Take-Out $350,000
State OH Delivery $125,000
ZIP Code 43065 Catering $125,000
Urbanicity Urban Fringe Total Sales $1,800,000
Model Data
Total Demand Actual
On Premise $7,500,000 Market Potential
Take-Out $850,000
Delivery $550,000
Catering $650,000
Competition
#Primary 3
#Secondary 3 Competitor Impacts
Sister Stores 0
Site Characteristics
Store Size 3,500
Parking (1=Poor, 2=Average, 3=Good) 2 Attractiveness
Accessibility (1=Poor, 2=Average, 3=Good) 1
In Shopping Center (1=Yes, 1=No) 1
Total GLA (Trade Area) 550,000
Operations
Manager Rating (1= Poor, 2=Average, 3=Good) 2 Affinity
Consumer Experience Index(100=Average) 125
Core Customer Profile Index Score 250
MarketSpecificSiteSpecific
37. Trade Area
Market
Potential
Site Detail Report
Site Information Model Results
Site ID 1
Address 123 Main Street Sales Forecast On Premise $1,200,000
City Anywhere Take-Out $350,000
State OH Delivery $125,000
ZIP Code 43065 Catering $125,000
Urbanicity Urban Fringe Total Sales $1,800,000
Model Data
Total Demand Actual
On Premise $7,500,000 Market Potential
Take-Out $850,000
Delivery $550,000
Catering $650,000
Competition
#Primary 3
#Secondary 3 Competitor Impacts
Sister Stores 0
Site Characteristics
Store Size 3,500
Parking (1=Poor, 2=Average, 3=Good) 2 Attractiveness
Accessibility (1=Poor, 2=Average, 3=Good) 1
In Shopping Center (1=Yes, 1=No) 1
Total GLA (Trade Area) 550,000
Operations
Manager Rating (1= Poor, 2=Average, 3=Good) 2 Affinity
Consumer Experience Index(100=Average) 125
Core Customer Profile Index Score 250
38. Trade Area
Market
Potential
Site Detail Report
Site Information Model Results
Site ID 1
Address 123 Main Street Sales Forecast On Premise $1,200,000
City Anywhere Take-Out $350,000
State OH Delivery $125,000
ZIP Code 43065 Catering $125,000
Urbanicity Urban Fringe Total Sales $1,800,000
Model Data
Total Demand Actual
On Premise $7,500,000 Market Potential
Take-Out $850,000
Delivery $550,000
Catering $650,000
Competition
#Primary 3
#Secondary 3 Competitor Impacts
Sister Stores 0
Site Characteristics
Store Size 3,500
Parking (1=Poor, 2=Average, 3=Good) 2 Attractiveness
Accessibility (1=Poor, 2=Average, 3=Good) 1
In Shopping Center (1=Yes, 1=No) 1
Total GLA (Trade Area) 550,000
Operations
Manager Rating (1= Poor, 2=Average, 3=Good) 2 Affinity
Consumer Experience Index(100=Average) 125
Core Customer Profile Index Score 250
39. Trade Area
Market
Potential
Site Detail Report
Site Information Model Results
Site ID 1
Address 123 Main Street Sales Forecast On Premise $1,200,000
City Anywhere Take-Out $350,000
State OH Delivery $125,000
ZIP Code 43065 Catering $125,000
Urbanicity Urban Fringe Total Sales $1,800,000
Model Data
Total Demand Actual
On Premise $7,500,000 Market Potential
Take-Out $850,000
Delivery $550,000
Catering $650,000
Competition
#Primary 3
#Secondary 3 Competitor Impacts
Sister Stores 0
Site Characteristics
Store Size 3,500
Parking (1=Poor, 2=Average, 3=Good) 2 Attractiveness
Accessibility (1=Poor, 2=Average, 3=Good) 1
In Shopping Center (1=Yes, 1=No) 1
Total GLA (Trade Area) 550,000
Operations
Manager Rating (1= Poor, 2=Average, 3=Good) 2 Affinity
Consumer Experience Index(100=Average) 125
Core Customer Profile Index Score 250
40. To Recap
There is an abundance of available data in the marketplace
What is of critical importance to key decision makers today is
site location, traffic generation and assortment planning
The art and science of site potential model development
requires an ability to take a multidimensional look at site and
marketplace drivers and measure the effects on estimating
site performance
Site potential modeling is a scalable solution ranging from
basic descriptive models to more advanced and complex
spatial interaction models
41. Location Intelligence
A Critical Tool for Retail Performance Management
Joe Whitley
joe.whitley@environicsanalytics.com
Gary Sankary
gsankary@esri.com
43. #RSP18
Register for more sessions now thru September 17th!
Join Our Next Session: The Payoff Of Post Purchase Engagement:
Benchmarks & Best Practices For Driving Repeat Purchases
webinars.retailtouchpoints.com/retail-strategy-and-planning-series/2018/
September 18th
2:00 PM Eastern
Editor's Notes
Social media, mobile devices and the cloud are creating Digital Swarms.
Heat maps of location data and the interaction of people and customers
on top of the real world.
All your assets – whether they be fixed or mobile – have a location, and your
database, customer activity, social feeds, foot fall and traffic patterns,
Everything from coupons and promotions to associate and customer
interaction, your stock and how and where your customer search is streaming
in to you mobile devices and big data sources, a digital swarm that can be
connected and analyzed because just about all of it is associated with a location.
In other words, location data is everywhere, all the time.
Social media, mobile devices and the cloud are creating Digital Swarms.
Heat maps of location data and the interaction of people and customers
on top of the real world.
All your assets – whether they be fixed or mobile – have a location, and your
database, customer activity, social feeds, foot fall and traffic patterns,
Everything from coupons and promotions to associate and customer
interaction, your stock and how and where your customer search is streaming
in to you mobile devices and big data sources, a digital swarm that can be
connected and analyzed because just about all of it is associated with a location.
In other words, location data is everywhere, all the time.
For example, let's take a look at the casual dining restaurant segment that I believe we can all relate to. Several years ago, casual dining was simple a brick and mortar location that relied heavily on local residential and workplace draw. However, the marketplace has changed dramatically offering many new challenges.
We are experiencing a radical shift in consumer purchase behaviors and expectations that is mainly driven by a changing demographic, menu preferences, and pricing. In response to a changing consumer, restaurant segments are blurring, where the full-service, fast casual, QSR segments continue to chip away at share through changes to their marketing plans, changes to their menu mix, price, and service. Operators are also responding consumer preferences by providing alternative channels such as home delivery, take-out, and catering. This translates to a need for operators to better understand the drivers of their success, both Internal and external, and respond to those drivers in order to stay competitive in the marketplace.
We are experiencing a radical shift in consumer purchase behaviors and expectations that is mainly driven by a changing demographic, menu preferences, and pricing. In response to a changing consumer, restaurant segments are blurring, where the full-service, fast casual, QSR segments continue to chip away at share through changes to their marketing plans, changes to their menu mix, price, and service. Operators are also responding consumer preferences by providing alternative channels such as home delivery, take-out, and catering. This translates to a need for operators to better understand the drivers of their success, both Internal and external, and respond to those drivers in order to stay competitive in the marketplace.
Site model development is both an art and a science and is it involves a careful blending of statistics, measurement and logic to develop an actionable and reliable tool that can be applied to a prospective location to estimate potential. Therefore, it is important to take into account critical information that impacts performance. This includes customer insights, urbanicity, trade area extent, as well is statistically defined variables on demographics, activity, competition and site and situational characteristics. Collectively these variables help explain variations in historical sales as inputs into the model. We normally describe each of these components shown as building blocks since the learnings and insights gained from each proceeding step feeds into the final development of a site model.
Since the key objective of a site potential model is to predict consumer behavior, the first step of the process begins with developing a firm understanding of the customer which today cannot be overemphasized. Given the complexity of the marketplace with a changing demographic, multiple channel options and a more rigorous competitive landscape, advanced analytics combined with demographics, segmentation, and available custom data sources on usage behavior for brick and mortar and other channels, cotenency preferences, etc., each play a vital role for the development of a site potential model.
Urbanicity plays an important role in terms of how far consumers are willing to travel to a store location based on where they work and live, the competitive and demographic landscape of a store trade area and the effects on channel usage behavior and preferences. With that in mind it is important to ensure there is consistency in the store sample by classifying stores based on similar urbanicity classifications that we call urbanicity typing. We have defined 15 homogenous types that are used to classify every BG in terms of employment and population density that can be applied to existing and prospective locations. Typically, depending on sample size, and for reasons mentioned, each urbanicity group would normally require a separate model
Measuring the trade area extent in terms of how far customers are willing to travel to a site has increased in complexity over the years. This is because the trade area is more greatly influenced by where people shop, work and live relative to a site. Trade areas are also influenced by urbanicity, competitive alternatives and local activity. We will be talking more on this topic which includes how advances in technology and data are used to define a representative trade area for existing and prospective sites.
Key Metrics is a process of using available data sources, the components of the preceding analysis and advanced analytics to identify key variables and their interactions that explain store sales across the sample that is used for model development. For this analysis it is important to take a multidimensional view of those factors that can influence store sales including demographics, demand, competition, activity, and consumer behavior as inputs into the analysis. It is also very important to not only consider the trade area extent but also the effects of distance on those variables selected in the key metrics analysis.
Site model development is the culmination of insights learned from each of the preceding steps where the site model weights each of the variables identified in key metrics based on their relative significance. The final model, if properly validated, then serves as a useful tool for site and market planning.
There is a tendency in the marketplace to refer to the term "site model" as a predictor of sales which is simply not the case. Instead site models should be referred to as a decision support tool that fits the specific business needs of the client which calls for a scalable approach. For example, site screening models, analog models and site scoring models are very good tools that require less data and analytics but serve as an important input for identifying locations based on certain minimum thresholds. These are descriptive models that are not associated with a predictive outcome such as sales or profits. As we move up the food chain we now apply more advanced analytics and additional data sources since the models are now required to predict an outcome for a prospective location.
With any model there are challenges and it is extremely important to ensure that the proper procedures are established for data collection, best business practices used to build the model, and proper techniques for model validation to ensure the model works properly in the market place. Our many years of experience in building models have identified several reasons why models do not work as expected for site and market planning. One of the contributors in statistical overfitting the model, or adding additional variables to the model until all residuals are explained. Although these models look good on paper, they are only met with disappointment when used in the marketplace. With a growing trend of using artificial intelligence and machine learning techniques in the market place, these "instant models" do have a tendency to overfit and are met with disappointment in actual application. Other reasons for a model not meeting desired expectations has to do with limitations in available data on the customer, sales, site and situational characteristics including externally available data sources. Since the model only sees the variables that are actually used, proper discretion must be used when setting proper expectations on the intended use and application of the model. In some instances, for example, we have ruled against developing a predictive sales model because of limited information and suggested the development of a descriptive model with a favorable outcome. Also, with any model that is developed there should be guidelines established to ensure the models are properly validated.
One way insights and analytics can be used to support management decision is through the development of Spatial Interaction models that appeal to companies that are seeking to utilize advanced analytics and technology for their decision making. Although SIMs are not for everyone, I would like to share with you what they are, and how they work in the marketplace.
As the name implies, SPATIAL INTERACTION MODELS combine data and advanced analytics to predict sales for a retail, bank or restaurant location. The modeling process is comprised of the interaction of four key measurable elements. This is one of the more complexed models that can be built and they appeal to the decision maker because they are predictive, interactive, and offer the ability to utilize these models for scenario building. At the risk of oversimplifying the process, there are 4 key elements for the development of a spatial interaction model. The first element is total dollars available to spend for each component area of geography. However, not everyone has the same preference for a retail or restaurant location. Attractiveness refers to a combination of measures which make a location desirable to the consumer. Includes size of the unit, management, signage, visibility, parking, etc. Distance measures the likelihood consumers are willing to travel from home, work, or shop to a given location and can be modeled in many different ways. Another element is Affinity which measures a consumers preference for retail or restaurant location over other options that are available. The customer analysis that was described earlier when we described the modeling process is an important component when measuring affinity. These four measurable elements become the foundation for the development and application of a spatial interaction model which leads us to the next slide where we illustrate the relationship between these elements as an input for estimating sales for a prospective location.
The first element is total dollars available to spend for each component area of geography which can come from customer transaction data or syndicated research sources on consumer spend for products and services. . However, not everyone has the same preference for a retail or restaurant location.
Attractiveness is the combination of quantifiable factors that make a location desirable to the consumer. This includes size of unit, merchandise offering, signage, visibility, accessibility, etc.
Distance measures the likelihood consumers are willing to travel from home, work, or shop to a given location and can be modeled in many different ways.
Another element used is a measure of affinity which measures customer preference for a retail or restaurant location over other options that are available to the consumer. The need for a detailed and comprehensive customer analysis that we described earlier is an important component when we measure affinity. Collectively, These four measurable elements become the foundation for the development and application of a spatial interaction model which leads us to the next slide where we illustrate the relationship between these elements as an input for estimating sales for a prospective site.
This is an illustration of the relationship between the four elements described including the modeled variables and how they would appear on a site detail report one of the tools we would use to support a business decision. Here you see a thmatic map with estimated demand for casual dinng, Included is the prospective location, competition and major shopping centers. We also show thematically the demand for casual dining and full service restaurant patronage. The adjoining site detail report shows the variables that contribute to the sales estimate for this location based in their respective weights. Also note the urbancity type assignment and the sales by channel which can be accomplished through the development of additional models.
Breaking it down further, we show where the demand is located relative to the site and the relative distance from the demand to the location. The model measures the amount if demand that can be effectively drawn to the prosepctive location.
This is where the effects of competition based on type of competitor and their location realtive to the site and demand plays an important role in the final sales estimate.
The attractiveness of a prospective site relative to other options is also taken into account in measuring how much demand can be expected to be drawn to a site.
An finally, affinity which relates back to our knowledge of the customer including their propensity to frequent this location relative to other options. It must be noted that the science behind the development of a spatial interaction modes rests with our ability to measure these impacts and contribution to total sales interactively.
One of the main advantages of this approach is that the decision maker can now utilize what if scenarios when evaluating a site placement decision. Size of the unit, measuring the impacts of a new store or competitor, changing the size of a store, etc., all fall within the reach of the development and application of this tool to support the decision making process.