This webinar discussed how to attribute marketing activities across online and offline channels to understand their impact. It explained some common mistakes in online measurement like not accounting for costs. Case studies from Virgin Holidays and Waitrose were presented that linked online and offline sales. Virgin Holidays discussed how they used an attribution model to connect digital activities like pay-per-click to offline bookings via email addresses. This allowed them to shift 6% of offline revenue to attributed digital channels and increase email marketing returns. Proper project management was advised to integrate data from different systems and channels over time.

1. Omnichannel Attribution:
The webinar will begin shortly
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Brought to you by In association with
How to join online and offline channels to take action

2. Brought to you by In association with
James Libor
Snr. Marketing Planning & Efficiency Executive
Virgin Holidays
Andrew Gerrard
Consultant Editor
marketingfinder.co.uk
Omnichannel Attribution: How to join online and offline channels to take action
Today’s Speakers
Lewis Lenssen
SVP Strategic Initiatives
Rakuten Marketing

3. Follow the conversation on twitter #OmniChannelAttribution
Omnichannel Attribution: How to join online and offline channels to take action
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4. Quick Poll
Omnichannel Attribution:
How to join online and offline channels to take action

5. How to join online and offline
channels to take action

6. • The Omni Experience is now top of mind
• The challenges of measuring online / digital
marketing are mostly solved
• It’s been done before!
• Better reward online marketing efforts
Why now?

7. Learning from Measurement History
Lewis Lenssen – SVP Strategic Initiatives,
Rakuten Marketing
7

8. BIG CHALLENGE?
Combining Online and Offline

9. Has Online Measurement been Solved?

11. Online Measurement Mistakes

12. The Measurement Myth

13. Channel Generalisation

14. Forgetting the Objective

15. Economics

16. ‘Does it Work’ is the Wrong Question

17. Breaking Bad Measurement

18. • Don’t accept media provider measures
• Don’t necessarily do what is easiest
• Learn from relevant online measurement
techniques
Measurement Myth

19. • Performance often doesn’t map between brands
• Remember the importance of execution
Channel Generalisation

20. • Don’t be sold on the mechanism
• Focus on your objectives
Forgetting the Objective

21. • Don’t forget to load costs
• Costs is as important as impact when calculating
return on investment
Economics

22. • Define your objectives
• Measure in relation to objectives
‘Does it Work’ is the Wrong Question

23. BIG OPPORTUNITY!
Combining Online and Offline

24. Retail Performers
• Click and Collect utilising Waitrose
with 70% growth
• 1/3 customers who used click and
collect bought additional items in
store

25. Retail Performers
• Click and collect accounts for
1/3 of business
• Partnership with eBay

26. Retail Performers
• Connecting in-store sales to online
• Investing in online with confidence

27. Online to Offline: Virgin Holidays
James Libor - Senior Marketing Planning &
Efficiency Executive, Virgin Holidays

28. 1. The “Why”: Our Journey
2. The “How”: Online2Offline
• How
• Results
• Project Management
3. Future scope
Contents

29. Our Journey
The “Why”
29

31. • Multiple departments and channels measuring in disjointed way – duplicated revenue
values
• Growing complexity in user journeys
• Multi-Sales channel operations
• Post-impression ad-server silos
• Time wastage both client and agency side spent data mining
• An increasing nervousness around stakeholders marking their own homework
• A realisation for the need of a 3rd party agnostic attribution provider
Why…

32. Simple PPC Placements
(relationship owned via Search
agency)
Scope and project planning
2012 2013 2014
Plumbing
The History

33. • Encrypted Search recognition (Brand & Non brand)
• Impression Tracking (Allows us to see Impressions within the
path)
• Granular Email tracking
• VHG grouping
• Affiliate Segmentation
• Excluded Internal IP addresses
• PPC API
• Cost imports
• Collecting Email address, Postcode from Thank you page &
Store Finder
• Online Margin export from VHOLs - > DC Storm (Automated
daily)
• Offline Margin & Booking data export from BOXI – DC Storm
(Automated daily)
• Using Email address to match offline bookings back to online
path
• Attributing margin made in all sales channels back to online
path
• PPC Lead in placementAPI
• Automated optimization reporting
• Deployed PropensityAttribution Model
We Achieved a lot in 2014…

34. Let Your Data Decide the Right Approach…
34

35. Online - Offline
The “How”

36. I knew Digital spend was doing more than simply driving
web bookings but I needed to prove it….
Better knowledge of user journey has enabled:
• Identify the optimal marketing mix
• Additional metrics to optimise to
• Better view of customer segments
Increase budget for online marketing
Objectives

38. Email addresses
Tracking and Cost
Data
Offline sales and
marketing
DATA IN DATA OUT
Attribution Engine
Measurement Hub
Periodic refreshes
Universal User Linking online to offline
Reporting, Dashboards,
Optimisation
Attributed performance
Restructure
Rewards
Measurement Hub

39. • Coremetrics landing parameters
• Conversion page
• Offline sale imports
• Offline quote imports
• MSN map sign in
• Newsletter sign up
• Retail appointment set up
• Multi centre form
Linking User Journeys by Email

40. Booking
• Email address used as the UI to link device and O2O
• Soft data collection points or soft touch-points both online and
offline
Call
PPC
“Brand”IMP
Email sign up Retail Appointment
PPC
“Brand”
SEO
“Brand”

41. Daily Joined Users

42. User Journey Example

43. • 6% Shift in Revenue from “Unknown Source” Retail
bookings into “known Source” Digital Channels
• Attributed Email revenue generated has increased 10x vs
Last click
• Automated optimization reporting
• ROI and Efficiency improvements have been significant
across all sales channels.
The Results
(that I’m allowed to share!)

44. Project Management
Having a
dedicated
Insider
will help!

45. What is Stopping You Now?
MI Reporting & Business
KPI’s
Change Management
Legacy
Technology
Commercials
Silo Roadmaps
& Plans
Budget /
Resource

46. • Shifting from plumbing to insights & testing environments
• Introducing ATL media analysis
• Call tracking Integration
• App tracking
• Evolving to an engagement attribution model
Future Scope

47. • The “how” should depend on your customers’ journeys
• Internal infrastructure – “off the shelf” won’t be scalable.
• You can’t do it all at once – need realistic timescales and project
process
• Have a plan / roadmap and a senior internal lead PM.
• Rakuten Attribution account management
• Consider consultancy retainer vs project by project costs.
• Internal stakeholder, change management and buy-in essential
Key Takeaways

48. • We don’t (and may never) have 100% visibility of
user journeys but tracking, measuring and testing
something is better than doing nothing!
Final thought … Start today!

49. Brought to you by In association with
James Libor
Snr. Marketing Planning & Efficiency Executive
Virgin Holidays
Andrew Gerrard
Consultant Editor
marketingfinder.co.uk
Omnichannel Attribution: How to join online and offline channels to take action
Your Questions
Lewis Lenssen
SVP Strategic Initiatives
Rakuten Marketing

50. 1. You can give us your feedback
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Omnichannel Attribution: How to join online and offline channels to take action
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51. Thank You
Omnichannel Attribution:
Brought to you by In association with
How to join online and offline channels to take action