SXSW 2015 Panel: How Data Can Help Brick & Mortar Businesses Thrive
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Transcript of SXSW 2015 Panel: How Data Can Help Brick & Mortar Businesses Thrive
#DigitalBricks
How Data Can Help
Brick & Mortar Businesses
Thrive
Brad B McCormick Chief Digital Officer Moroch Adver5sing • Mul5-‐Unit Retail Marke5ng • Brand Adver5sing • Paid, Owned, Earned Media Integra5on
Chris Treadaway President & CEO Polygraph Media • Social Media & Big Data • Decision Driven Marke5ng • Author: Facebook Marke;ng, A Hour a Day
Dr. Edo Airoldi Associate Professor Sta5s5cs Harvard University • Media AHribu5on Modeling • Sta5s5cal Methodologies • AB Test in Complex Systems
Speakers
Retail Spends Most on Advertising
"Half the money I spend on advertising
is wasted; the trouble is I
don't know which half.”
-John Wannamaker New York Retailer
1874
Big Data to the Rescue?
The Vision
Store Sale & Transac5on Data
Localized Social
Media Data
Na5onal & DMA Specific Media Impression Data
Na5onal & DMA Related Economic & Local (i.e. Weather) Data
The Vision
Store Sale & Transac5on Data
Localized Social
Media Data
Na5onal & DMA Specific Media Impression Data
Na5onal & DMA Related Economic & Local (i.e. Weather) Data
BeHer Insights, BeHer Campaigns, BeHer ROI, Less Waste, Less CluHer
The Reality
Store Sale & Transac5on Data
Localized Social
Media Data
Na5onal & DMA Specific Media Impression Data
Na5onal & DMA Related Economic & Local (i.e. Weather) Data
The Reality
Store Sale & Transac5on Data
Localized Social
Media Data
Na5onal & DMA Specific Media Impression Data
Na5onal & DMA Related Economic & Local (i.e. Weather) Data
• Archaic POS Systems • Employee Era • Cadence & Timing of
Reports
• Frequency & Reach Duplica5on
• Changing Customer Habits
• Cadence & Timing of Reports
• User Opt-‐In • Outdated Bios • Loca5on accuracy • Loca5on at moment of
engagement
• Correla5on vs. Causa5on
• Cadence & Timing of Report
Store Sale & Transac5on Data
• Archaic POS Systems • Employee Era • Cadence & Timing of
Reports
Weekly Sales Reports, by DMA, By Store
Store Sale & Transac5on Data
• Archaic POS Systems • Employee Era • Cadence & Timing of
Reports
Week to Week vs. Comp Sale Analysis
Localized Social
Media Data
= Above Average Social Engagement
= Below Average Social Engagement
• User Opt-‐In • Outdated Bios • Loca5on accuracy • Loca5on at moment of
engagement
Real Time Social Engagement Segmented by DMA
Localized Social
Media Data
• User Opt-‐In • Outdated Bios • Loca5on accuracy • Loca5on at moment of
engagement
Weekly Fan Engagement Analysis By DMA
Localized Social
Media Data
• User Opt-‐In • Outdated Bios • Loca5on accuracy • Loca5on at moment of
engagement
Understanding DMA-specific Social Trends
Localized Social
Media Data
• User Opt-‐In • Outdated Bios • Loca5on accuracy • Loca5on at moment of
engagement
Programmatic Media Buys Initiated by Social Activity.
Na5onal & DMA Specific Media Impression Data
• Frequency & Reach Duplica5on
• Changing Customer Habits
• Cadence & Timing of Reports
Tracking Largest Ad Spend Against Changing Trends.
Na5onal & DMA Specific Media Impression Data
• Frequency & Reach Duplica5on
• Changing Customer Habits
• Cadence & Timing of Reports
Correlating DMA Media Dollars to DMA Transactions.
Na5onal & DMA Related Economic & Local (i.e. Weather) Data
• Correla5on vs. Causa5on
• Cadence & Timing of Report
How Weather Influencers Local Economic Activity.
The Vision – In Beta.
Questions?
#DigitalBricks
How Data Can Help
Brick & Mortar Businesses
Thrive