Getting Started with Online-to-Offline Measurement

Getting Started with Online-to-Offline

Brandon WishnowEVP, Measurement & Activation

Lindsay ChastainHead of Customer Advocacy

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VIDEO & TV

DATA MANAGEMENT

ATTRIBUTION

WEBSITE OPTIMIZATIONSEARCH MOBILE

MEDIA PLATFORMS

PURCHASE DATA

CRMDATA

3rd PARTYDATA

LiveRampConnect LINKED

DATA FILE

ATTRIBUTION ANALYTICS TEAM

LiveRamp Overview

DATA ONBOARDING

MATCH RATES

35-55%

RECORDS ONBOARDED PER MONTH

20B+PARTNER

INTEGRATIONS

200+

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When Data is Portable… More Is Possible

MEASUREMENT

Closed-Loop MeasurementCross-Channel Attribution

Site AnalyticsAudience Modeling

1:1 MARKETING

Website OptimizationDynamic Creative

TARGETING

CRM RetargetingAd Suppression

Look-Alike ModelingCross-Channel Marketing

employees: 60+headquarters: Minneapolis, MN

a measurement & activation agency

we wrangle the octopustentacles of data are growing and becoming increasingly intertwined. we can untangle your data and show

you how the insights it provides can be turned into action that moves your business forward.

optimizing enterprise value of your digital marketing budgets by activating enterprise measurement capabilities

today’s topic

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definitionsoptimizing enterprise value of your digital marketing budgets by

activating enterprise measurement capabilities

optimizing = act of continuously making better

enterprise value = online + offline + acquisition/lifetime value

digital marketing = many channels working in concert across devices

activating = analyzing + making new decisions (the doing)

enterprise measurement = the easy stuff!

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Hard StufF!

simplifying the challenge

why O2O is important and how to prioritize it among other strategic initiatives

who within your organization needs to be involved and how to structure your team

what technology is required to build O2O measurement and targeting capabilities

how to make digital marketing decisions based on enterprise metrics

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what will you learn today

optimizing enterprise value of your digital marketing budgets by activating enterprise measurement capabilities

advanced measurement capabilities

online-to-offline

multi-touch attribution

& cross-device

full media mix

customer lifecycle

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online-to-offline (O2O)

online-to-offline


& cross-device

full media mix

customer lifecycle

definition:the process by which one connects customer

behavior across online and offline touch points to inform decisions that consider the

omni-channel impact

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O2O: we are passionate about it

our team has been working on O2O solutions for over a decade

20+ related engagements over the past three years our work spans retail, healthcare, education, CPG, and hospitality experts in enabling technologies

if approached practically, O2O can unlock incremental ROI

unmatched by any other marketing initiative underway today10

O2O: why is it important?internet advertising will outpace TV in 2019

* PWC Global Entertainment and Media Outlook 11

20192015

87% of shoppers gather information before they transact offline

70% of marketing executives said they would increase spend on mobile, digital and social platforms, if they had the insights to do so

64₵ of every dollar spent in physical stores influenced by a digital interaction

Digital Impact on In-Store Shopping: Research Debunks Common Myths. Think With Google

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1

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2 Deloitte Digital study

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WPP agency Millward Brown Digital312

O2O: why is it important?we‘re not talking about a small amount of potential impact

retail example – customers who interacted online and in-store had a higher value

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37%

37% of in-store sales are influenced by online browsing

online browsers spend more in-store

categories responded differently to browsing behavior

customers who researched vacuums online purchased at a rate of 24 times

their in-store-only counterparts

households that browsed online increased spend by an average of 28%

O2O: why is it important?

unsure of how to prioritize O2O against other initiatives

unsure of how to optimize marketing mix across digital channels

unsure of what new processes, technologies, and people are needed

organizational change of any kind is really, really hard

so what do you do?

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why aren’t marketers acting on these trends?

what is the problem?

clients five years ago… clients today…

technology has evolved to help marketer’s integrate O2Obut many still struggle to use all this new information to drive business value

the good news

O2O just isn’t possible…

what technologies do I need?

how can I add value with this new data?

?

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O2O is possible… but how?

from data to activation

CRM

promo

data processtechnology


DMP

reporting

education

Ovative/group

change management

targeting

analytics

POS

browser

publishing partners

connecting these previously desperate datasets to drive measurement & activation

activation 1

activation 4

activation 2

activation 3

activation N

activations

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integrated dataset(s)

data on-boarder

the journeyin the next 20-ish minutes, we will take you through the journey of activating

online to offline measurement

create the plan build the solution activate the insights

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create the plan


1 define the business objectives

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create the plan



2 identify data and technology gaps

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create the plan




3 prove the business case

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

-3 weekspre browse

-2 weekspre browse

-1 weekpre browse

Browse week + 1 weekpost browse

+ 2 weekspost browse

Pre browse baseline

In-store sales driven$1,186,745

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create the plan




3 prove the business case

4 develop roadmap and action plan

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create the plan


keys to success

remember data collection always takes FOREVER!

take knowledgeable partners along on the journey

work on your short and end game

make sure you have a team aligned to support the change

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build the solution


1 produce technical documentation

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build the solution



2 build the data & technical foundation

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CRM

promo

data technology


DMP

POS

browser

publishing partners

integrated dataset(s)

data on-boarder

build the solution




3 design and produce iteration 1 of reporting

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build the solution




3 design and produce iteration 1 of reporting

4 roadshow results

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build the solutionkeys to success


align internally, align again, and then keep aligning

align externally with proven technology partners

dedicate resources to making the change

never stop educating

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activate the insights: case study #1use digital marketing to drive incremental store sales

ask: will spending additional dollars on digital channels in key categories have a positive incremental impact on in-store sales?

marketing channels: paid search non-brand


Non-brand

?

activate the insights: case study #1use digital marketing to drive incremental store sales

insight: visits to certain categories online appear to drive more in-store sales and new customers

what does user demand look like by category and by keyword?

how have these categories performed for driving customers in-store?


Coffee MakersSearch term

RugsSearch term

activate the insights: case study #1paid search

results: including in-store spend in measurement of digital efficiency demonstrates significant, currently unmeasured value

geo-based experimentincremental

in-store $contribution to total in-store

salesincremental in-store $/ click

a-to-sonline only

a-to-s store + online

category 1 $1,050K 0.50% $15.00 200% 5%

category 2 $600K 0.75% $10.00 95% 5%

category 3 $600K 0.25% $20.00 250% 10%


activate the insights: case study #2targeting of offline customers to offset direct mail expense

ask: can I reduce reliance on direct mail by targeting mail file customers via display?

marketing channels: display, direct mail


DISPLAY


insight: new attribution showed display impressions as undervalued and highly efficient

fractional vs. last click channel impact



50%

50%

campaign time

ente

rpris

e ca

tego

ry-s

ales

CRM – 1st party datacombination of

traditional/digital targeting measurement of incremental lift

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results: for us to know and…


activate the insightskeys to success


KPI tradeoffs will be necessary

get wins early

position O2O as complimentary to existing tools, not a replacement

put a structured approach in place for testing

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closing remarks

online to offline can have a significant impact on your company

it’s an ongoing journey – a vision, a plan and persistence make it doable

activating new measurements is critical to delivering value

where are you on the journey?Go to http://www.ovative.com/O2O to

download our whitepaper 35

[email protected]

http://www.ovative.com/O2O

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More Information

Go to http://www.ovative.com/O2O to download our whitepaper

[email protected]@liveramp.com

Go to http://bit.ly/LiveRampRant to download our Data Fragmentation Rant

http://www.ovative.com/O2O

http://www.google.com/url?q=http://bit.ly/LiveRampRant&sa=D&sntz=1&usg=AFQjCNEG7Ttm0MXoUzO1B8mGYcEPVKmhUA

Getting Started with Online-to-Offline Measurement

Marketing

Transcript of Getting Started with Online-to-Offline Measurement