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This presentation shows the impact of search on offline. Presented by Marco Guida from Mediabrands Analytics on the Reprise Media Think Search workshop in Brussels on February 17, 2011.
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Impact of Search on OfflineMarco Guida
Our goal
“...understanding how the offline and
online world affect each other...”
Agenda
• Introduction to Mediabrands Analytics
• How to quantify the impact of Search on Offline
• Case Study
Mediabrands Analytics
• Mediabrands International research division, specializing in marketing response modelling
• Operating in 50 countries, with 6 service hubs connecting the world
• Conducted many projects for many sectors and clients around the world: Auto, FMCG, Finance, Retail, Telecoms...
• Work with tools specially designed for this analysis:
• MegaStar
• Matrix for Biz Outcome
SEARCH
ONLINE BUZZ
VISITS
SALES / VOLUME
NEW CUSTOMERS
LOYALTY
PROFIT
Media Communications
CONSIDERATIONPREFERENCE
AD AWARENESSBRAND
SALIENCE
VALUEPERCEPTION
We can track each stage of the consumer pathway from awareness to consideration to web visits to sales
Quantifying the ability of the marketing mix to increase biz performance
Establishing the different impact of weighting and flighting strategies on
business performance
Applying these learnings to deliver the business plan
We use market response modeling to quantify key success drivers and inform ongoing activity to increase ROI
We can transfer our learning into our media planning tool Matrix for Business Outcome
How to quantify the impact of Search on Offline
Using Search data to understand the path to purchase
Using analytics we can understand the inter-relationship between the offline and online world, allowing us to better quantify the
impact of marketing on our clients business performance
OfflineSearch
Attribution Model: Fashion Retailer Example
Rainfall
Holidays
Sporting Events
Store Refurbishment
Competitive Media
Fashion Trends
Online Sales
Online Search
Web TrafficOffline Sales
Online Display
SEM (Paid Search) Email
Traditional Media
Price, Base Sales & Seasonality
Online worldOffline world
+ Driver- Driver
LegendBusiness Outcome
Attribution Model: FMCG Example
Weather
Holidays
Distribution
Price, Base sales and Seasonality
Competitive Media
Sporting Events
Online Search
Web TrafficOffline Sales
SEM (Paid Search)
Traditional Media
Online worldOffline world
Promotional Activity
EmailOnline Display
The Benefits
Understanding the true effect of Search (and other media too!)
Understanding the synergies that exist between offline and online media
Better business planning to achieve KPI objectives!
Clients’ case studies
Travel Case Study
Uplift in Search generated by Offline
Comms
20%
Uplift in Sales generated by Search
10%
Search ROI vs Offline Comms ROI
10 vs 4
Change in Planning:
Go back on air with TV
4% uplift in sales
Auto Case Study
Uplift in Search generated by Offline
Comms;
40%
Uplift in Sales generated by Search
50%
Search ROI vs Offline Comms ROI
5 vs 2
Change in Planning:
Keep TV budget stable
12% uplift in ROI
Consumer Electronics Case Study
Uplift in Search generated by Offline
Comms
30%
Uplift in Sales generated by Search
20%
Search ROI vs Offline Comms ROI
20 vs 7
Change in Planning:
More Digital/Paid Search
20% uplift in ROI
THANK YOU