Embed Size (px)
Citation preview
1
Connecting the Dots Between Online Media and Offline
Purchases
Casey Carey, CMO@caseycarey
2
3
A simple idea... to change the output,
you may need to change some of the inputs.@caseycarey
#iMediaSummit
4
Let’s Test the Notion
@caseycarey#iMediaSummit
5
Find the Numbers in Sequential Order Starting with 1
97 21 37 9 61 14 74 26 6 9489 49 1 53 81 34 82 46 66 1813 57 25 17 65 90 22 70 30 5877 33 73 45 93 38 78 2 42 8641 69 85 29 5 98 50 62 54 1063 7 79 39 15 76 48 12 16 9675 47 27 59 31 100 24 36 56 683 43 23 19 71 4 52 40 32 60
83 11 91 35 87 72 28 80 8 8455 95 51 99 67 20 88 44 92 64
6
Same Goal With More Information
53 81 89 49 1 46 66 18 34 8229 5 41 69 85 62 54 10 98 5017 65 13 57 25 70 30 58 90 2245 93 77 33 73 2 42 86 38 789 61 97 21 37 26 6 94 14 74
99 67 55 95 51 44 92 64 20 8859 31 75 47 27 36 56 68 100 2439 15 63 7 79 12 16 96 76 4835 87 83 11 91 80 8 84 72 2819 71 3 43 23 40 32 60 4 52
7
What is the Opportunity?
Examples of offline transactions influenced by online media• Retail – store and call-center
purchases• FSI – loan, credit card applications,
and new account applications• Auto – test drives and purchases• Telecom – in-store and kiosk
purchases
Traditionally, digital attribution only accounts for online purchases and other “soft” online conversions, yet offline transactions account for a large portion of the overall business.
@caseycarey#iMediaSummit
8
Case Study –Big Box Specialty Retailer
@caseycarey#iMediaSummit
9
Case Study – The Situation Report
Offline
•Large Specialty Retailer• 2000+ stores• North America
•Offline Marketing• 4 page FSIs• In-store promos and events• Loyalty card
•POS Data• Credit-card look-up• Email receipt
Digital•Digital Marketing Channels• Display • Organic Search• Paid Search• Email • Direct navigation• Social
•Online Conversion Events• Email sign-up• Coupon download/print• Store locator• Gift card purchase• Event registration
@caseycarey#iMediaSummit
10
The Question? How Does This Sequence of Events
Impact This?@caseycarey#iMediaSummit
11
Most Common Techniques for Connecting Offline to Online•A complete toolbox depending on business and data collection constraints• Account creation• Online surveys• Email subscriptions• Product registrations• Loyalty programs• Special offers, discountsand events
• Services and support• Email receipts/promos
11@caseycarey#iMediaSummit
12
Integrating the Offline Conversion into Digital Attribution
Email Name Postal Address Date Segment Amount
Al Smith1401 Adams St
Denver, CO 8020801/12/13 HV501 $143.23
Susan Lee520 Broadway
New York, NY, 1001201/12/13 NC202 $65.89
[email protected] Jane Jones1600 Barton Springs Rd
Austin, TX 7870401/12/13 AV304 *$36.45
Send Transaction
File
OngoingCookie Sync
Match Offlineto Online
Attribution Processing
@caseycarey#iMediaSummit
13
Simple vs. Data-Driven Attribution
SimpleRules-Based
0% 0% 0% 100%
LAST EVENT
25%
EVEN
25%25%25%
40%
AD-HOC
15%15%30%
Data-Driven(Algorithmic)
30%10%15%45%@caseycarey#iMediaSummit
14
Data-driven, probabilistic model
Leverages all user-level interactions including impressions
Full-funnel view of media performance
Can include both online and offline conversion events
Next-Generation Attribution Provides Greater Clarity Into Performance
15
12% of POS Revenue Attributed to Online Media
Representing 550K Transactions Worth $63M in
Sales
16
Two-Thirds are Multi-Touch Journeys
1-in-5 are Multi-Channel
@caseycarey#iMediaSummit
17
Channel Performance
•Conversion to Cost Index
•Display – 1.1
•PPC – 0.07
•Email – ???
Dis
pla
yP
aid
Se
arc
h
Org
an
ic
Se
arc
hD
ire
ct
Na
vig
ati
on
Em
ail
Search Underperforming While Opportunities Exist in Display
18
Paid Search Performance
Conversion to Cost IndexBrand – 2.35
General – 2.16
Category 1– 0.73
Category 2 – 0.20
Category 3 – 0.90Ca
teg
ory
1
Ca
teg
ory
2
Ca
teg
ory
3
ge
ne
ral
bra
nd
Shift from Click-Based Optimization to Sales-Based
19
Funnel Stage Analysis
Channel
Display Credited with 68% of Conversions – Lower Funnel
20
Display Lift Analysis
Display LiftOrganic Search – 23%
Paid Search – 23%
Email – 46%Offline Sales– Assisted Channel: Paid Search
Offline Sales – Assisted Channel: Email Click
Offline Sales – Assisted Channel: Organic Search
@caseycarey#iMediaSummit
21
Funnel Stage Analysis
Site
Adjust Creative Based on Site Audience
22
Display Geo Performance
Conversion to Cost IndexSFO – 0.51
NYC – 0.55
CHI – 1.18
ATL – 1.19
DC – 1.30Ch
ica
go
Atl
an
ta
Sa
n F
ran
cis
co
Ne
w Y
ork
Lo
s A
ng
ele
s
Wa
sh
ing
ton
DC
Rebalance Investments by Geographies
23
Next Steps
•Begin testing budget shift from FSI to digital
•Expanded display program• Upper funnel creative• Increase overall spend
•Re-image PPC program• Optimize for both online and offline conversions• Adjust spend in low-performing ad groups
•Incorporate additional data• Overlay audience data to better understand segments• Fully integration email and social channels
