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Big data is a process, not an item on a shopping list
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Case Study: Driving Omnichannel Conversions
Media I influenced the most sales, and had the 2nd highest number of impressions (GOOD!)
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Media A Media B Media C Media D Media E Media F Media G Media H Media I0%
5%
10%
15%
20%
25%
30%
35%
40%
3% 4%6%
12%
16% 16%
36%
3%
16% 11%
23%
20%
4%
22%
% of Retail Sales Influenced % of Unique Impressions
Media H influenced the 2nd most retail sales (16%), but was only 4% of the media plan (OPPORTUNITY!)
Media D was 16% of the media plan, but only drove 4% of retail sales (OPPORTUNITY!)
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Audience Scoring for Online Media Optimization
Media A Media B Media C Media D Media E Media F Media G Media H0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
10.9%
12.6%
17.1%
11.3% 11.8%10.7%
12.2%
10.3%
22%
3% 3%
5%
21%
19%
11%
16%
Targeting Accuracy % of Media Plan
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Big data is a process, not an item on a shopping list
Consumers will expect it more (and value the attention)
Find partners that can help down the path
Targeting and measurement are part of the same thing