At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Walmart Marketing 360° Measurement A Kantar Collaboration. The presenters were Heath Greenfield, SVP of Millward Brown & Chris Petranto, VP of MaPS, Millward Brown. The presentation posed an answered questions such as, “How Do We Measure ROI of Online Campaigns/Partnerships?”and “How Can We Optimize Digital Marketing Resources?” and “How Do We Ensure Optimal Campaign Delivery?”

2. Walmart Marketing
360° Measurement
A Kantar Collaboration
Heath Greenfield Chris Petranto
SVP VP
Millward Brown MaPS, Millward Brown

3. Background on MaPS and Walmart
5 year relationship
MaPS functions as a
strategic partner on multiple
research-based
programs

4. Program Goals and Return on Investment
Understand the link between our digital
channels and offline sales
• How do we measure ROI of online
campaigns/partnerships?
• How can we optimize digital marketing resources?
• How do we ensure optimal campaign delivery?

5. Kantar’s Approach
SIMPLIFY = using a digital framework
COLLECT = leverage existing data first;
collect more if needed
CONNECT = multiple data sets; online and
offline, behavior and attitudes
SPEED = bring fast and slow moving data
together for optimization

6. The Vortex
• Who is our target, exactly?
Strategy • How do we engage her?
• What are her product needs?
• Is our message right?
• What media does she use?
Reach • Are competitors reaching her?
• Are we doing it efficiently?
• What does she think of us?
Brand • How do we compare to others?
• Is she likely to switch?
• Did she visit, click, buy?
Behavior • What path did she take?
• How does online drive offline sales?
• How does she talk about us to others?
Momentum • How do we encourage loyalty?
• How can we dialogue and listen?

7. Kantar = Expertise and
a Wealth of Resources
Strategy
Reach
Brand
Behavior
Momentum

8. Kantar = Expertise, a Wealth of
Resources… and an Integrated Solution
Strategy
Reach
Brand
Behavior
Momentum

9. How Do We Measure ROI of Online
Campaigns/Partnerships?
Online
• Drive traffic to .com
Brand • Enhance brand communications
and impressions
In-Store
• Drive store traffic

10. A Holistic View of the Impact
Online Walmart.com Digital
Online Click/Search Campaign Brand
Behavior Data Effectiveness
Panel Data
Metrics
Digital Branded/
Media Generic
Plans Search
In-store
Social Media Customer
Metrics Experience
Mobile In-Store
Retail
Attitudes
Walmart Behavior
and Behavior
Basket Data
Data
Data

11. How Can We Optimize Digital
Marketing Resources?
Research Make
Visit Online Decision
Walmart List
.com
Visit
Competitor Post
Online Read Sites Review
“Start” “End”
Search Blogs
Create Offline
Account Purchase
Online
Explore Purchase
Social Read
Media Reviews

12. Segmenting the Market
Segments based on
Online clickstream data “sequence of events”
(both online and offline)
Seg 1
Needs, attitudes,
Survey Seg 6 Seg 2
perceptions …
Seg 5 Seg 3
Seg 4
Spend, basket data,
and other in-store
behaviors

13. How Do We Ensure Optimal
Campaign Delivery?
3.0%
2.5%
Site Impact
2.0%
Viewthrough
1.5%
2.5%
1.0%
0.5% 1.0%
0.0%
Control Exposed
2.5%
% of Consumers who search for brand
2.0%
Search & Ecosystem Impact
1.5%
1.0% 2.0%
1.2%
0.5%
0.0%
Control Exposed
Indexed Viewthrough
Activity by Demographic
Demographics
5%
4%
3%
2%
1%
0%
-1%
-2%
-3%
-4%
Female Male <18 18-24 25-34 35-44 45-54 55-64 65+ <$30K $30-60K $60-100K $100K+
Distribution of Campaign
Impressions by Exposed Consumer
Campaign Basics
30%
20% 21%
10%
7% 6%
3%
1% 1% 1%
1 2 3 4 5 6 7 8 9 10+
Number of Impressions

14. Effective Targeting
Build a
digital Enable Refine the “Find”
Classify
strategy customization site-to-store segment
Optimize store
based on of digital program to members to
web shoppers
needs of campaigns to maximize uncover
experiences for targeted
high optimize store more
messaging
opportunity impact impact insights
targets

15. Our Success Will Ultimately be
Defined by Scalability
Learn together
along the way
Build frameworks
and models, not
one-off analyses
Continue to expand
coverage of touch points
• Ex: mobile, TV usage,
social media