Driving and tracking search-to-store performance can be an uphill challenge for advertisers. Performics latest CMO Briefing shares insights and expertise on harnessing large volumes of cross-channel data for effective attribution. Check out our latest July publication for search-to-store best practices and insights:

1. C M O B R I E F I N G j u l y 2 0 1 4
D R I V I N G A N D T R A C K I N G
s e a r c h - t o - s t o r e
p e r f o r m a n c e

2. T o d a y
shoppers move fluidly across online and offline channels: search, social, content, TV, catalog, in-
store. Shoppers use the web to help them find stores; they’re even “show-rooming”, searching in
the aisles of stores for product info, prices and reviews on mobile. Multi-channel retailers must
focus on uncovering the relationship between online and offline:
Mobile-Local
As more shoppers turn to mobile (comScore predicts that mobile usage will overtake desktop this
year), retailers must be visible to shoppers looking for stores:
Mobile Search Investment
Retailers are increasing smartphone paid search spend (for Performics clients, smartphone spend
is up 90% Y/Y in Q2, and is now 18.5% of all paid search spend). Investment has been driven, in
particular, by retailers bidding on brand - to engage shoppers searching for their brand names
while walking down the street.
start on search engines.
48%
start on branded websites.
33%
start on branded apps.
26%
42%Automotive
41%Home & Garden
38%Apparel & Beauty
31%Finance
31%Apparel & Beauty
27%Automotive
36%Finance
22%Electronics
21%Apparel & Beauty
S earch-to-Store Best Practices
How can I use
online media to
impact offline
sales?
How can I make the
connection between
online and offline to
allocate budget more
effectively?
Source: Google/Nielsen Mobile Path to Purchase custom study, November 2013

3. e n g a g e
s h o p p e r s
s e a r c h i n g f o r
Y O U R b r a n d
n a m e w h i l e
w a l k i n g d o w n
t h e s t r e e t .

4. B e t t e r
a l l o c a t e
m e d i a w e i g h t
a c r o s s
c h a n n e l s ,
i n r e a l - t i m e

5. Mobile-Local Continued
Local Info
Retailers have more opportunity for engaging shoppers with info on location, hours, in-
ventory and promos. For instance, the new Google My Business enables brands to update
location, hours and news seamlessly across multiple Google properties, as well as add pho-
tos and virtual tours.
Geo-Targeting
Newer search enhancements (like geo-fencing in Google Enhanced Campaigns or mobile
Product Listing Ads) are making it easy for retailers to connect with local shoppers. Retail-
ers are even engaging show-roomers with product info, price and service, all geo-targeted
as shoppers search from competitive stores.
Click-to-Call
Call extensions within mobile search can help you generate in-store traffic, as well as make
the conversion connection from online to offline. In fact, Google reports that 70% of mo-
bile searchers use click-to-call (amounting to 40M+ calls from search ads each month).
Online-Offline Attribution
Attribution can be used to measure the impact of online ads on in-store sales, thus influencing budget-
ing and media mix models. There’s a variety of flavors of online-offline attribution, including:
Panel Match
Matching transaction data from the brand’s in-store credit card purchasers who match
comScore’s online panel to identify the offline lift from search, display or social. Performics
utilized Panel Match to understand this offline lift for a large multi-channel retailer. The
research demonstrated that paid search influenced $12 in offline sales for every $1 spent
by buyers online. As a result of this research, the retailer invested 176% more Y/Y in paid
search during holiday, which helped generated a 98% Y/Y increase in offline sales.
Matched-Market Testing
Designing and executing experiments on a regional basis to measure offline lift caused by
changes in online marketing activity
Modeling
Identifying correlations between online and offline sales by leveraging historical data
A s y o u c a n s e e
effectiveattributionhingesonyourabilitytocollect,andderiveinsightsfrom,largevolumesofcross-chan-
nel data. By developing a strategic attribution framework, you’ll understand the relationship between
various online and offline touchpoints. Armed with this knowledge, you’ll be better able to allocate
media weight between channels, plan synergistic campaigns and optimize across channels, in real-time.

6. f o r m o r e
i n f o r m a t i o n o n
d r i v i n g a n d
t r a c k i n g
s e a r c h - t o - s t o r e
p e r f o r m a n c e ,
c o n t a c t
p e r f o r m i c s
t o d a y .
Lindsay Landsberg
SVP, Business Development
Lindsay.Landsberg@performics.com
+1 312 739 0670
www.performics.com