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Getting Started with Online-to-Offline Measurement
- 1. Getting Started with Online-to-Offline Brandon Wishnow EVP, Measurement & Activation Lindsay Chastain Head of Customer Advocacy
- 2. 2 VIDEO & TV DATA MANAGEMENT ATTRIBUTION WEBSITE OPTIMIZATION SEARCHMOBILE MEDIA PLATFORMS PURCHASE DATA CRM DATA 3rd PARTY DATA LiveRamp Connect LINKED DATA FILE ATTRIBUTION ANALYTICS TEAM LiveRamp Overview DATA ONBOARDING MATCH RATES 35-55% RECORDS ONBOARDED PER MONTH 20B+ PARTNER INTEGRATIONS 200+
- 3. 3 When Data is Portable… More Is Possible MEASUREMENT Closed-Loop Measurement Cross-Channel Attribution Site Analytics Audience Modeling 1:1 MARKETING Website Optimization Dynamic Creative TARGETING CRM Retargeting Ad Suppression Look-Alike Modeling Cross-Channel Marketing
- 4. employees: 60+ headquarters: Minneapolis, MN a measurement & activation agency we wrangle the octopus tentacles 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.
- 5. optimizing enterprise value of your digital marketing budgets by activating enterprise measurement capabilities today’s topic 5
- 6. definitions optimizing 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! 6
- 7. 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 7 what will you learn today
- 8. 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 8
- 9. online-to-offline (O2O) online- to-offline multi-touch attribution & 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 9
- 10. 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 today 10
- 11. O2O: why is it important? internet advertising will outpace TV in 2019 * PWC Global Entertainment and Media Outlook 11 2019 2015
- 12. 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 1 1 2 2 Deloitte Digital study 3 WPP agency Millward Brown Digital3 12 O2O: why is it important? we‘re not talking about a small amount of potential impact
- 13. retail example – customers who interacted online and in-store had a higher value 13 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?
- 14. 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? 14 why aren’t marketers acting on these trends? what is the problem?
- 15. clients five years ago… clients today… technology has evolved to help marketer’s integrate O2O but 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? 15 O2O is possible… but how?
- 16. from data to activation CRM promo data processtechnology multi-touch attribution 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 16 integrated dataset(s) data on-boarder
- 17. the journey in 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 17
- 18. create the plan create the plan build the solution activate the insights 1 define the business objectives 18
- 19. create the plan create the plan build the solution activate the insights 1 define the business objectives 2 identify data and technology gaps 19
- 20. create the plan create the plan build the solution activate the insights 1 define the business objectives 2 identify data and technology gaps 3 prove the business case $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 -3 weeks pre browse -2 weeks pre browse -1 week pre browse Browse week + 1 week post browse + 2 weeks post browse Pre browse baseline In-store sales driven $1,186,745 20
- 21. create the plan create the plan build the solution activate the insights 1 define the business objectives 2 identify data and technology gaps 3 prove the business case 4 develop roadmap and action plan 21
- 22. create the plan create the plan build the solution activate the insights 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 22
- 23. build the solution create the plan build the solution activate the insights 1 produce technical documentation 23
- 24. build the solution create the plan build the solution activate the insights 1 produce technical documentation 2 build the data & technical foundation 24 CRM promo data technology multi-touch attribution DMP POS browser publishing partners integrated dataset(s) data on-boarder
- 25. build the solution create the plan build the solution activate the insights 1 produce technical documentation 2 build the data & technical foundation 3 design and produce iteration 1 of reporting 25
- 26. build the solution create the plan build the solution activate the insights 1 produce technical documentation 2 build the data & technical foundation 3 design and produce iteration 1 of reporting 4 roadshow results 26
- 27. build the solution keys to success create the plan build the solution activate the insights align internally, align again, and then keep aligning align externally with proven technology partners dedicate resources to making the change never stop educating 27
- 28. activate the insights: case study #1 use 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 create the plan build the solution activate the insights Non-brand
- 29. activate the insights: case study #1 use 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? create the plan build the solution activate the insights Coffee Makers Search term Rugs Search term
- 30. activate the insights: case study #1 paid search results: including in-store spend in measurement of digital efficiency demonstrates significant, currently unmeasured value geo-based experiment incremental in-store $ contribution to total in-store sales incremental in-store $/ click a-to-s online 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% create the plan build the solution activate the insights
- 31. activate the insights: case study #2 targeting 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 create the plan build the solution activate the insights DISPLAY
- 32. activate the insights: case study #2 targeting of offline customers to offset direct mail expense insight: new attribution showed display impressions as undervalued and highly efficient fractional vs. last click channel impact create the plan build the solution activate the insights
- 33. activate the insights: case study #2 targeting of offline customers to offset direct mail expense 50% 50% campaign time enterprise category-sales CRM – 1st party data combination of traditional/digital targeting measurement of incremental lift 33 results: for us to know and… create the plan build the solution activate the insights
- 34. activate the insights keys to success create the plan build the solution activate the insights 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 34
- 35. 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 info@ovative.com
- 36. 36 More Information Go to http://www.ovative.com/O2O to download our whitepaper info@ovative.cominfo@liveramp.com Go to http://bit.ly/LiveRampRant to download our Data Fragmentation Rant