DATA INSIGHTS & DIGITAL PROMOTIONS

DRIVING REVENUE WITH DATA ASSETS

Adver&sing1.0MassMedia

Adver&sing2.0Search+Social

Adver&sing3.0…“TheHolyGrail”

“Ithink you saw,readorheardmyadver&sing,soIhopetheyboughtmybrand”

“Iknowyouclicked,likedortweetedbutIhopeyouboughtmybrand(offlineoronline)”

“Iknowyouboughtmybrand,whereyouboughtitandwhyyouboughtit…andIcanop9mizemyfuturemarke&ngspendaccordingly.”

2

ADVERTISING HAS A “MEASUREMENT” PROBLEM

“Theproblemformanyadver9sersisthatthevastmajorityofconsumerpurchasestakeplaceoffline.Sotheques9onbecomes:ifIbuyadver9singonFacebook,howdoIknowthatsomeoneboughtacanofbeansinthesupermarketbecauseofit?”

H A L F T H E M O N E Y I S P E N D O N A D V E R T I S I N G I S W A S T E D ; T H E T R O U B L E I S I D O N ’ T K N O W W H I C H H A L F ” - J O H N W A N N A M A K E R

THE NEW RETAIL MODEL TYING OMNICHANNEL TO IN-STORE

DIGITAL MARKETING IS DRIVING MORE IN-STORE SALES THAN OFFLINE MARKETING

$1,538 $1,519 $1,506$1,386

$1,486$1,587

$294 $325 $355

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$1,800

2014 2015 2016

Forecast:USCross-ChannelRetailSales,2014to2016

OfflineSales Web-influencedofflinesales OnlineSales

Online-Influenced In-Store Sales: +$100B/year Offline-Influenced In-Store Sales: No Growth

WEB-INFLUENCED OFFLINE SALES

DIGITAL ENGAGEMENT IS HAPPENING ACROSS MULTIPLE DEVICES

Smartphone visits and orders grew at twice the rate of tablet orders and visits during the 2014 holiday season* Digital Advertising spend in the Middle East is predicted to hit $1 Billion by 2018!

28% of US retail sales were influenced by smartphones in 2014 =

$1.0 trillion

BUT HOW CAN WE BRIDGE THE GAP BETWEEN ONLINE AND OFFLINE

COLLECTING DATA THROUGH DIGITAL PROMOTIONS Collect data by connecting with the promotion.

LEVERAGING DATA TO INFORM YOUR MARKETING -MARKETING AWARENESS CHANNELS

CRM Social

Paid Media

In-Store

Email/Online Creative &

Brand Strategy

WHAT KIND OF DATA ASSETS ARE AVAILABLE

CRM

•  Offer type •  Consumer segment •  Subject line or creative A/

B testing

•  Search engine •  Keyword •  Ad Group

•  Creative ID & size •  Placement •  Cookie pool

•  Frequency of purchase •  # of additional brands •  Favorite retailer

•  Basket/Product info •  Retailers •  Purchase time

•  Agent •  Complaint type & severity •  Offer type

•  Social site •  Creative •  Organic vs. promoted

•  Age, Gender, and more •  Purchase Habits •  Personal details &

behaviors

email

search

display

CRM

social

customer service

retail purchase

demographics

HOW DO YOU GET THE DATA?

PROMOTIONS ARE THE PERFECT TOOL TO COLLECT DATA

Fine-tuning your media mix

Getting data on competitors

MEASURING IN-STORE PROMOTIONS

•  Full Demographic Data

(including age, gender,

geographic location,

preferences & habits)

•  Purchase Time

•  Purchase Location

•  Retailer

•  Close Rate by Channel

•  Basket Analysis

•  Drop-Off Rate

•  Facebook Login Data

•  Device

•  Return Visits

Brandscanbenchmarkandop0mizesalesacrossspendtodrivepurchase,byintegra0ngNewTechnologyintoexis0ngmediaspend

Every promotional channel and/or creative execution is assigned a unique activation keyword

1. ASSIGN KEY WORDS

2.USERS PARTICIPATE

Consumer sees the offer and participates using the keyword on the media and/or creative viewed

3. ANLAYZE DATA

Sample purchase data is analyzed across all channels, geography, retailer and purchase history

5. OPTIMIZE SPENDING

Campaign dollars can then be re-assigned based on the performance of different channels

Optimizing all Shopper Media Spend

NEW TECHNOLOGY: RECEIPT RECOGNITION

Share of Basket by Product Type

(Quantity)

Share of Basket by Product Type

($$)

GETTING DATA ON PRODUCTS AND BASKET

DEMOGRAPHIC DATA

Granular drill-down on customers.

Broad insights on demographic groups.

HOW CAN YOU OWN YOUR DATA?

RENTING DATA

•  Paying per engagement

• No data asset built

• No up-front cost

OWNING DATA

•  Building real CRM infrastructure

• Multi-year investment

•  Limited incremental cost to

deploy campaigns

• More up front work

BEST PRACTICES

1.   Everypromo0onshouldcollectdata

2.  Measureeverythingdigitalthatdrivesin-store

3.   Pushconsumerregistra0ontogetapromo0on

4.  Makealongtermdataplan

5.   “Always-on”programs

6.   Embraceemail

Questions?

@SnippInc Snipp.com/clients

Aya Kabbara Managing Director

Snipp Interactive aya@snipp.com