Connecting the Dots Between Online Media and Offline Purchases
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Adometry CMO Casey Carey delivered this presentation at the 2013 iMedia Brand Summit in a session titled "Connecting the Dots Between Online Media and Offline Purchases".
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Connecting the Dots Between Online Media and Offline Purchases
- 1. Exploring the Business Value of Cross- ChannelAttribution and Optimization August 26, 2013 for Connecting the Dots Between Online Media and Offline Purchases Casey Carey CMO @caseycarey
- 2. 2 today’s AGENDA The Challenge The Solution Case Study Q & A @caseycarey #iMediaSummit
- 3. 3 And Now a Word from Our Sponsor •What we do… We power more intelligent marketing •How we do it… By providing advanced marketing attribution and optimization solutions •Our customers… For 70+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals •You should care because… Remarkable results – on average 20-40% improvement in marketing ROI @caseycarey #iMediaSummit
- 4. 4
- 5. 5 “SOME THINGS I KNOW AND SOME THINGS I DON’T”
- 6. 6 to succeed, modern marketers must increasingly… become data-driven, but there is a data deluge. understand the customer journey, but it is becoming more complex. be multi-channel in our approach, but we organize and measure in silos.
- 7. 7 …understanding the true connection between marketing and results. The business challenge…
- 8. 8 How Does This Sequence of Events… Impact This?@caseycarey #iMediaSummit
- 9. 9 Attribution Model • Rules-based (event or fractional) • Click-based • Digital-centric Conversion Events • Online only Actionability • Inconsistent metrics • Measures “What happened?” Today’s Approach Has Limitations
- 10. 10 Data-driven, probabilistic model Leverages user-level interactions including impressions Full-funnel view of media performance Includes both online and offline conversion events Advanced Attribution Provides Greater Clarity Into Performance
- 11. 11 Simple v. Advanced Marketing Attribution Simple Advanced
- 12. 12 Connecting Offline Conversions to Online Media CRM, POS, and Call- Center Data Offline to Online Match Advanced Attribution Optimization @caseycarey #iMediaSummit
- 13. 13 Case Study – Big Box Specialty Retailer
- 14. 14 Case Study - Quick Facts •Large Specialty Retailer • 2000+ stores • North America •Digital Marketing Channels • Display • Organic Search • Paid Search • Email • Direct navigation • Social •Offline Marketing • 4 page FSIs • In-store promos and events •Analysis Timing • April 7 – May 4, 2013 •Online Conversion Events • Email sign-up • Coupon download/print • Store locator • Gift card purchase • Appointments •Offline POS Data • Loyalty card • Credit-card look-up
- 15. 15 Overall Attribution Results – 24% of 9.3MM Attributed to Online Media
- 16. 16 Offline Attribution Results – 8.5% Attributed to Online Media
- 17. 17 Channel Performance •Conversion to Cost Index •Display – 1.1 •PPC – 0.07 •Email – ??? Shift Budget from PPC to Display DisplayPaidSearch OrganicSearchDirectNavigation Email
- 18. 18 Display Geo Performance Conversion to Cost Index SFO – 0.51 NYC – 0.55 LA – 0.81 CHI – 1.18 ATL – 1.19 DC – 1.30 Re-Balance Display by Geo Chicago Atlanta SanFrancisco NewYork LosAngeles WashingtonDC
- 19. 19 Paid Search Performance Conversion to Cost Index Brand – 2.35 General – 2.16 Category 1– 0.73 Category 2 – 0.20 Category 3 – 0.90 Adjust Bid Strategy Based on #s Category1 Category2 Category3 general brand
- 20. 20 Display Lift Analysis Display Lift Organic Search – 23.3% Paid Search – 23.3% Email – 46.1% Offline Sales– Assisted Channel: Paid Search Offline Sales – Assisted Channel: Email Click Offline Sales – Assisted Channel: Organic Search
- 21. 21 Funnel Stage Analysis Channel Site Adjust Creative Based on Site
- 22. 22
- 23. 23 Key Takeaways •Adapt KPIs to purchase paths • Each vehicle has a unique role • Optimal use of each vehicle may require a rethinking of metrics •Leverage advanced attribution data in regular reporting/analysis • Attribution data can eventually replace much reporting, but will always add insight into existing data sources @caseycarey #iMediaSummit
Notas do Editor
- “Last Touch” story is incomplete and Advance Attribution tells a more complete storyHow to actually apply Attribution data to optimize campaigns?You can’t buy a sequence, so how can marketer’s properly optimize the entire purchase path?Scion has come to depend on Adometry’s Attribution data to properly allocate dollars and assign KPIs to each vehicle based on each vehicle’s unique ability to performCut tether from One-Metric-Fits-All OptimizationOptimize metrics based on position in the purchase path
- 1st click or last click doesn’t adequately represent the reason behind the conversionAn outdated standard that’s outlived it’s usefulnessA simplistic view that only looks at a first or last navigation pointMulti-Touch Attribution looks at the entire stream of media influencing the conversionAllocates credit to the driving forces behind the conversionProvides a more accurate and holistic viewImproves performance of in-flight campaigns by 20-40%A few differentiating factors when considering MTA…Data driven methodology vs pre-determined weightsLeverages all user level dataConsiders and incorporates influences of offline media
- Slide Message Objective:Key Talking Points:LiveRamp matches household info (name, address and/or email) to anonymous cookies synched with Adometry’s cookiesMatch rate is typically 30% - directional valid sample
- Video’s value is not at the end of the purchase path, but at the TOP of the funnelWithout attribution, many high impact vehicles like video simply don’t appear to generate sufficient ROASAttribution allows Opti to make a favorable ROI case for video which supports both brand and response goalsVideo’s true ROI matters to Scion because high impact creative has always been brand-appropriateUnder a last-touch model, we lose significant opportunities to leverage all our brand assets
- Video’s value is not at the end of the purchase path, but at the TOP of the funnelWithout attribution, many high impact vehicles like video simply don’t appear to generate sufficient ROASAttribution allows Opti to make a favorable ROI case for video which supports both brand and response goalsVideo’s true ROI matters to Scion because high impact creative has always been brand-appropriateUnder a last-touch model, we lose significant opportunities to leverage all our brand assets