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Getting Started with Online-to-Offline
Brandon WishnowEVP, Measurement & Activation
Lindsay ChastainHead of Customer Advocacy
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VIDEO & TV
DATA MANAGEMENT
ATTRIBUTION
WEBSITE OPTIMIZATIONSEARCH MOBILE
MEDIA PLATFORMS
PURCHASE DATA
CRMDATA
3rd PARTYDATA
LiveRampConnect LINKED
DATA FILE
ATTRIBUTION ANALYTICS TEAM
LiveRamp Overview
DATA ONBOARDING
MATCH RATES
35-55%
RECORDS ONBOARDED PER MONTH
20B+PARTNER
INTEGRATIONS
200+
3
When Data is Portable… More Is Possible
MEASUREMENT
Closed-Loop MeasurementCross-Channel Attribution
Site AnalyticsAudience Modeling
1:1 MARKETING
Website OptimizationDynamic Creative
TARGETING
CRM RetargetingAd Suppression
Look-Alike ModelingCross-Channel Marketing
employees: 60+headquarters: Minneapolis, MN
a measurement & activation agency
we wrangle the octopustentacles 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.
optimizing enterprise value of your digital marketing budgets by activating enterprise measurement capabilities
today’s topic
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definitionsoptimizing 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!
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Hard StufF!
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
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what will you learn today
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
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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
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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 today10
O2O: why is it important?internet advertising will outpace TV in 2019
* PWC Global Entertainment and Media Outlook 11
20192015
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
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WPP agency Millward Brown Digital312
O2O: why is it important?we‘re not talking about a small amount of potential impact
retail example – customers who interacted online and in-store had a higher value
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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?
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?
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why aren’t marketers acting on these trends?
what is the problem?
clients five years ago… clients today…
technology has evolved to help marketer’s integrate O2Obut 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?
?
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O2O is possible… but how?
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
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integrated dataset(s)
data on-boarder
the journeyin 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
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create the plan
create the plan build the solution activate the insights
1 define the business objectives
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create the plan
create the plan build the solution activate the insights
1 define the business objectives
2 identify data and technology gaps
19
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 weekspre browse
-2 weekspre browse
-1 weekpre browse
Browse week + 1 weekpost browse
+ 2 weekspost browse
Pre browse baseline
In-store sales driven$1,186,745
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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
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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
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build the solution
create the plan build the solution activate the insights
1 produce technical documentation
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build the solution
create the plan build the solution activate the insights
1 produce technical documentation
2 build the data & technical foundation
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CRM
promo
data technology
multi-touch attribution
DMP
POS
browser
publishing partners
integrated dataset(s)
data on-boarder
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
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
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build the solutionkeys 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
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activate the insights: case study #1use 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
?
activate the insights: case study #1use 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 MakersSearch term
RugsSearch term
activate the insights: case study #1paid search
results: including in-store spend in measurement of digital efficiency demonstrates significant, currently unmeasured value
geo-based experimentincremental
in-store $contribution to total in-store
salesincremental in-store $/ click
a-to-sonline 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
activate the insights: case study #2targeting 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
activate the insights: case study #2targeting 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
activate the insights: case study #2targeting of offline customers to offset direct mail expense
50%
50%
campaign time
ente
rpris
e ca
tego
ry-s
ales
CRM – 1st party datacombination of
traditional/digital targeting measurement of incremental lift
33
results: for us to know and…
create the plan build the solution activate the insights
activate the insightskeys 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
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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
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More Information
Go to http://www.ovative.com/O2O to download our whitepaper
[email protected]@liveramp.com
Go to http://bit.ly/LiveRampRant to download our Data Fragmentation Rant