Webinar: Omnichannel Measurement & Activation · 6/28/2019 · Identify customer in store by:...

Webinar: Omnichannel Measurement & ActivationJune 28th, 2019

Proprietary + ConfidentialProprietary + Confidential

Omnichannel Webinar Impact Extend x Google

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June 28, 201910.30 AM - 11.30 AM

Introductions 5 min

The challenge we face as marketeers 10 min

Scalable omnichannel measurement solutions 15 min

Tracking persons in Google Analytics and in store 15 min

Perspectives & questions 10 min

Agenda


Tanja WinterbergOmnichannel Lead at Google DK

Email: [email protected]

Thomas Høgsbro-RodeSenior-partner, co-CEO at IMPACT Extend


Confidential + Proprietary

Proprietary + Confidential

The challenge we face as marketeers



Online to offline business types

Own website

Own retail stores

Own website Own website

Wholesale

Other retail stores “Offline” deal closing(typically tracked in

online CRM)

Omni-channel Retail Wholesale Retail B2B sales



How much revenue would you lose in your stores if you turned off your website today?

5%? 10%? 50%?

Increase sales?

It’s not 0% and it’s not 100%



Our customers have high expectations for an omni-channel experience

Source: https://www.impact.dk/viden/omnichannel-rapport/



How are we navigating today in digital marketing?

Online only, last (non direct) click attribution Online only, data driven attribution modelling Omni-channel, data driven attribution modelling


Questions you need to answerHow do we allocate our digital media budget and time to optimize revenue and profit?

● How much revenue am I generating online and offline in stores?

● How do my channels interplay in an attribution perspective?

Examples:

● Google Ads create 3x the revenue offline than online (incremental). We can outbid our competitors because we know the real ROAS

● Budget allocation between online and offline can be fairly adjusted to increase total revenue and not just online

● Trigger emails are outperforming newsletters in total revenue, when accounting for offline revenue, but we spend 4x the effort in generating newsletters than automated emails

How can we optimize the user journey, so we provide the right content to the right person at the right time? Creates both customer delight and increased engagement.

● How do the total user journey look like across both online and offline touch points?

● How do we adjust our digital marketing activities to fit the activities happening offline?

Examples:

● Turn on online remarketing based on offline purchases

● Segment customers correctly in marketing automation flows (e.g. customer previously thought of as churned has a long purchase history offline and is in reality a high value customer)

● Show video ads on YouTube on customers smart TVs based on offline purchases (pretty cool)

How can we monitor our performance in near real time to adjust our course, so we reach our goals?

● What channels are under-/overperforming?

● Who needs to take action depending on what KPI’s are lagging?

Examples:

● Google Shopping are underperforming compared to last year, but we can easily identify that spend has decreased 40%. Increase spend

● Email traffic is underperforming. Is it due to conversion rate, visits, CTR, email opens, email sends or size of permission DB?


In a perfect world, we have all the data consolidated and activated in all marketing channels


Our complexreality of online/offline

tracking

Google Store Visits Reporting

Google Store SalesIntegrated with Google Ads

Track offline sales as ecommerce revenue in

Google Analytics (Google Measurement Protocol)

Custom Data Warehouse setup with consolidated touch points

and offline sales

But we will never get perfect dataDifferent methods provide different insights from different cost/benefits scenarios

Available for all that fulfills Google’s min. requirements

Requires tracking of purchases on a person level either through loyalty club or email receipts



Scalable omnichannel measurement solutions


Steps for successful omnichannel marketing

Take action on current store visits tracking on Search

Activate new bid strategies that optimises

search for omni ROAS

Clearly define your omnichannel KPI with Google

Agree on an omni ROAS to use as main KPI

1 2 3Drive footfall with

other digital ad formats

Build visibility around each store and drive

foot-traffic

Step 2 and

3 are

dependent

on an

anchored o

mni KPI

across bus

iness units

Measure the impact of digital

advertisement on footfall/sales

Set-up Store Visits and/or Store Sales Direct

0


Store Visit

2

Store Visits Reporting with Google: Methodology

Customer visits store

Geometry mapping, wi-fi scanning

GPS

Backend data

Digital Interaction

Signed-in and opted into location history

Clicks on an ad/website(Location Extensions

required)

1

Ongoing data validation

surveys with user panel

3

Extrapolated to the population

aggregated and anonymized

4


Clearly define your omnichannel KPI

Online Sales

Digital BudgetOnline

Conv. ValueOnline

ROI

Omnichannel ROAS

Store Visits Store Visit Conv. Value

Offline ROI

Avg. Conver

sion

Rate In-Store *

Avg. Order

value


Activation of Store Visits Data: Meet customers where they are

Store Visits Smart Bidding on Search and Shopping uses

the power of machine learning to optimize for both online & offline impact.

+17% Omnichannel ROAS+113% Omnichannel Revenue+211% Store Visits(compared to control group)

+95% Omnichannel ROAS(compared to last year (YoY))

https://drive.google.com/open?id=1-hRGgS9bX7TVSud8MHEREQJhjhxQJ4tq



Store Visits Reporting in Google Analytics

Enables advertisers to understand the online to offline behavior of their customers by uncovering which online channels (paid and unpaid) drive the most visits to physical stores

Analytics 360

Analytics


Store Sales Direct: Methodology

* All information reported to the advertiser is aggregated and anonymized.

How it works

Google Ads reports show total offline transactions influenced by Google ad engagement*

Transactions are matched by tieing purchase behavior to ad clicks

Customer visits Advertiser’s store and purchases items through loyalty program(e.g., email, name, address, phone #)

Logged in Google User clicks on Google Ad

Advertisers sends transaction records via CRM file directly to Google Ads or Data Partner

Data Partner


Enriching Store Visits data with Store Sales Direct

Before After

$400 $904

2.3X

Store Visit Value

Before After

$85 $125

1.5X

Google ad campaigns drive higher-value store visits than originally assumed. ● Previously advertisers were making an assumption about average visit value based on their total store data.● Leveraging store sales data, advertisers saw the full value of their offline investment, compared to store visits

alone, with significant increase in attributed Average Order Value.


The Future of Omnichannel with Google: Actionability & Simplicity

Data Driven

x-Device

x-Media

Fully Automated

Omnichannel Goals & Assets

Local Goals & Assets



Tracking persons in GA and in stores



Connecting the dots with Google Measurement Protocol

Cookie IDAnonymous yet

recognizable visitor

What traffic sources are they coming from?

What pages are they looking at?

What devices are they using?

What products do they purchase?

Google Analytics

Unidentified user

Purchase registered in POS

NB: You are not allowed to save personal identifiable information in Google Analytics (free) - only allowed in Analytics 360, so all data must be anonymized









Google Analytics

*NB: You are not allowed to save personal identifiable information in Google Analytics (free) - only allowed in Analytics 360, so all data must be anonymized.

Unidentified user


User IDIdentifying the user through:

Purchasing onlineSigning up for newsletter

Clicking on link in newsletter (“soft login”)*

User ID is pseudonymised to comply with Google policy.










Google Analytics


Unidentified user






Identify customer in store by:

Tracking purchase via loyalty club

Providing email receipts (e.g. via

yReceipts)










Google Analytics


Unidentified user









yReceipts)

Connecting the dots with Google Measurement ProtocolRegister transaction in

Google Analytics just as a “regular” ecommerce

transaction via Google Measurement Protocol.

Transaction is connected to same pseudonymised user ID

like from the website.

Proxy / middleware









Google Analytics

Unidentified user









yReceipts)

Connecting the dots with custom data warehousePull data from API

Pull out data from Google Analytics through their API with

session level information on user level (use custom dimension for user ID)

Data warehouse



Connecting the omni-dots



Report with all data consolidated and attributed by datadriven model

Confidential + ProprietaryConfidential + Proprietary

Report with online/offline revenue attributed by datadriven model Specific actions based on insights:

1. Paid search is 2x as profitable as we previously believed. Restart previously underperforming campaigns.

2. Increase paid search CPC to outbid competitors

3. Emails are generating 3x the revenue offline as online. Increasing permissions 10% increases revenue with 13 mkr.

4. Google Shopping has better ROAS than generic search ads when taking offline transactions into account!

5. Automation/trigger emails outperforms newsletters, but only gets 10% the focus. Re-prioritize your internal activities



Perspectives and questions

Confidential + ProprietaryConfidential + Proprietary

Perspectives & Questions

1. Incrementality: How much more sales/foot fall are you generating?

2. Cross device: Challenge of tracking across devices (and Safari/Firefox deletion of cookies)

3. Attribution: How do you implement this in your data driven attribution model?

4. Data quality (signs ins): How many people can you identify?

5. Organisational implementation: Getting the clerks to connect transactions with people

6. KPIs: Aligning your organization to focus on same KPIs

Thomas Høgsbro-RodeSenior-partner, co-CEO at IMPACT Extend


Tanja WinterbergOmnichannel Lead at Google DK


Webinar: Omnichannel Measurement & Activation · 6/28/2019 · Identify customer in store by:...

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