Panel Discussion: "How Retailers & Consumer Product Brands Are Collaborating to Drive Business Results With Audience Data"

1. How Retailers &
Consumer Product
Brands Are
Collaborating to Drive
Business Results
With Audience Data

2. Kevin Lyons, SVP & GM of eCommerce,
H.H. Gregg
@hhgregg
Tim Trus, Associate Partner
Media Strategy Paid,
Owned & Earned Media,
Rosetta
@RosettaMktg
Moderator:
Bob Scaglione,
SVP, Strategic Channel
Development at OwnerIQ
@OwnerIQ

3. COMMON FORMS OF DATA TARGETING
1st party data
Use of advertiser’s own
cookie pool to “re-market”
or “re-target” visitors once
they go to their e-
commerce website.
3rd party data
Purchasing packaged
audience segments from
3rd party data aggregators.

4. A NEW FORM OF DATA TARGETING
“Content Marketers Share
Data With Other Brands To
Close The Loop From Interest
To Sales Second-Party Data.”
“Second-Party Data provides
more reach than First-Party
And More Granularity Than
Third Party.”
Source: Ryan Skinner, Sr. Analyst, Forrester, Nov 2014
“Content Marketers Share Data With Other Brands To Close The Loop from Interest to Sales”

5. PAST OBSTACLES TO ENABLE USAGE OF
SECOND –PARTY DATA
Common Objections:
“How can I be assured my data won’t be used by competitors?”
“I can’t get the right stakeholders in at my company in the room to agree to
this.”
“I don’t want to give up control of my data.”
“I don’t see the value in the amount of effort I have to put in”
“This doesn’t seem scalable.”

6. HOW CAN RETAILERS AND
BRANDS TODAY TAKE
ADVANDTAGE OF
THIS AND REACH THEIR
SHOPPERS?

7. “…New form of co-operation
emerging between retailers and
brands.”
“…doesn’t involve the exchange of
marketing budgets per se, but
consumer targeting data.”
Retailers and their suppliers are leading the way!

8. A SHOPPER’S PATH TO PURCHASE IS NOW ONLINE
Search Engines: 62% of consumers use
search engines for product research*
Manufacturer sites: 60% of
consumers use manufacturer sites
for research*
Retailer sites: 57% of consumers use
retailer sites for product research*

9. A SHOPPER’S PATH TO PURCHASE: RESEARCH
%
NEARLY
50

10. THE CONSUMER’S PATH TO PURCHASE:
Shopper browses products
on a manufacturer’s
website
After she leaves, she is
served your co-branded ad as
she travels the web
The ad drives her to your
site or store to make a
purchase
21 3

11. THE DIGTAL CONNECTER BETWEEN RETAILERS
AND PRODUCT BRANDS
IS AUDIENCE DATA..
 Target specific product brand audiences
 Support co-op initiatives
 Drive sell-through at retail

12. POWERED BY YOUR BRANDS

13. POWERED BY YOUR BRANDS

14. OwnerIQ sits at the intersection of commerce…
where retailers and manufacturers meet.
SU
Success transforming brands into new marketing channels:

15. PROGRAMMATIC DELIVERS…
Programmatic, or automated media buying, enables
marketer to reach that retailer shopper online with 100%
accuracy.

16. LG HDTV GIVEAWAY

17. QUESTIONS & ANSWERS
FROM PANELISTS