Many if not most business have both online and offline components to their marketing ecosystem. In this session Justin Schuster and Brandon Bethea explore the challenges and opportunities presented by connecting these two worlds together through the lens of a big box retailer to drive greater understanding and improved marketing performance.

1. Multi-Channel Data Activation
Closing the Divide Between Offline and Online
#xcmo14

2. #xcmo14#xcmo14
The Offline World is Big
Consumer Spend
Total Commerce
$4.5T
E-Commerce
$263B How do I connect
marketing spend
to in-store sales?

3. #xcmo14
Traditional PII
• CRM
• Loyalty
• POS
• Call Center
• Email
#xcmo14#xcmo14
The Digital Divide
Anonymous
Digital Identifiers
• Display
• Search
• E-commerce
• Website
• 3rd Party Sites
#xcmo14#xcmo14
The Digital Divide
#xcmo14#xcmo14
The Digital Divide

4. #xcmo14
Traditional PII
• CRM
• Loyalty
• POS
• Call Center
• Email
#xcmo14#xcmo14
The Digital Divide
Anonymous
Digital Identifiers
• Display
• Search
• E-commerce
• Website
• 3rd Party Sites
#xcmo14#xcmo14
The Digital Divide
#xcmo14#xcmo14
The Digital Divide

5. #xcmo14
The Power
of Connected Data
#xcmo14
Measure the Impact
of Online Spend on Offline Sales
$34
$10
$76

6. #xcmo14
The Power of Connected Data…
#xcmo14
Look-Alike Modeling Search Site OptimizationRetargeting

7. #xcmo14
The Onboarding Process
#xcmo14
LR Device ID:
1234, High value customer
Data Management
Platform
Media Platform
Attribution
Platform
Data
Onboarder
Email Postal
Database
Match Website
Login
Marketer
Travis May, 680 Mission, SF
Last Purchase Date: >30 days
Last Purchase: Tee
Lifetime Spend: $700
travis@gmail.com,
Travis May, 680 Mission St.
San Francisco, 94105-1234

8. Case Study: Big Box Retailer
#xcmo14

9. #xcmo14
Retailer Needed Precision & Accountability
#xcmo14
Customer Base Is Aging
& Coupon Dependent
Traditional Media & Model
Effectiveness Is In Decline
Newspaper
Retail Sales Are Difficult
To Align With Digital
KPIs

10. #xcmo14
Program Overview
Activate A Customer-Focused Digital Program To Drive Offline Sales
Increase Retail
Conversion Rate
Reduce Retail
Cost Per Acquisition
Increase Retail
Return On Ad Spend
Activate Audiences
For Accuracy
Optimize Media
For Efficiency
Maximize Insights
For Efficacy
Omnichannel Customer
Segmentation
Programmatic Media
& Personalized UX
Offline Retail Sales
Measurement & Attribution
KPIsProgramsGoals

11. #xcmo14
Program Architecture
Evaluate, Activate, & Optimize Marketing Technology for Retail
Customer Database  CRM Onboarding
 DMP Segmentation
 Offline Sales Match
 CRM Segments
 Website Segments
 Prospect Modeling
 Usability & Testing
 Creative & UX
 Performance Media
 Reporting UI
 Media Mix Attribution
 Ecom & Store Sales
SocialEmail Search DisplayMobile

12. #xcmo14
Visitor Segmentation
& Retargeting2 Prospect Segmentation
& Modeling3
• Editorial Readers
• Product Browsers
• Promotional Shoppers
• Persona Profiles
• Lookalike Models
• Custom Audiences
Brand.com Visitors
Products Promotions
Lookalikes
Activate Audiences
Improve Accuracy To Increase In-Store Conversion Rate
Customer Segmentation
& Onboarding1 Visitor Segmentation
& Retargeting2 Prospect Segmentation
& Modeling3
• New Customers
• Core Customers
• High Value Customers
• Editorial Readers
• Product Browsers
• Promotional Shoppers
• Persona Profiles
• Lookalike Models
• Custom Audiences
Brand.com Visitors
Products Promotions
Customer Persona #1
300% Higher
In-Store Conversion Rate
Over Display Targeting Average
40% Higher
In-Store Conversion Rate
Over Generic Retargeting Average
80% Higher
In-Store Conversion Rate
Over Predictive Targeting
Lookalikes

13. #xcmo14
$0.00
Search Remarketing
with Customer Segments
Dynamic Creative
Optimization (Ads & Web)3
• CRM Onboarding
• Google RLSA
• A / B Testing
• Dynamic Creative Ad Units
• Website Personalization
• A / B Testing
Brand.com Visitors
2
Lookalikes
$0.00
Dynamic Creative
Optimization (Ads & Web)3
• Dynamic Creative Ad Units
• Website Personalization
• A / B Testing
Brand.com Visitors
2
Lookalikes
$0.00
Optimize Media
Improve Efficiency To Reduce The Cost Per Acquisition
Programmatic Display
with Premium Features1 Search Remarketing
with Customer Segments
Dynamic Creative
Optimization (Ads & Web)3
AD
• Programmatic Platforms
• Private Marketplaces
• Viewability & Brand Safety
• CRM Onboarding
• Google RLSA
• A / B Testing
• Dynamic Creative Ad Units
• Website Personalization
• A / B Testing
Brand.com Visitors
2
30% Lower
Cost Per Acquisition
Over Total Average
20% Lower
Cost Per Acquisition
Over Control
80% Lower
Cost Per Acquisition
Over Control
Lookalikes Lookalikes

14. #xcmo14
Media Insights Based
on Segment & Channel Mix2 Creative Insights Based
on Segment & UX3
• Channel Lift & Funnel Stage
• Exclusivity & Frequency
• Keywords / Placements
• Usability Research
• Ad Testing per Segment
• UX Testing per Segment
Media Insights Based
on Segment & Channel Mix2 Creative Insights Based
on Segment & UX3
• Channel Lift & Funnel Stage
• Exclusivity & Frequency
• Keywords / Placements
• Usability Research
• Ad Testing per Segment
• UX Testing per Segment
Maximize Insights
Improve Efficacy To Increase Return On Ad Spend
Audience Insights Based
on Segment & Store1 Media Insights Based
on Segment & Channel Mix2 Creative Insights Based
on Segment & UX3
• Omnichannel Segment Index
• Customer, Visitor & Prospect
• Store Locations
• Channel Lift & Funnel Stage
• Exclusivity & Frequency
• Keywords / Placements
• Usability Research
• Ad Testing per Segment
• UX Testing per Segment
Action: Refined Personas
& In-Flight Optimization Plan
Action: Optimized buying rules
and digital budget allocations
Action: Redesigned ads
and website experience

15. #xcmo14
Program Results
Consistent Improvement Quarter Over Quarter
Maximize Insights
For Efficacy
Optimize Media
For Efficiency
Activate Audiences
For Accuracy
Conversion Rate
Cost Per Acquisition
Return On Ad Spend
KPIs Q2 – Q1
40%
35%
30%
.15%
$3
10:1

16. #xcmo14
Recommendations
Tips For Your Online-To-Offline Attribution Program
Media Metrics (CPC vs CPA):
Focus on CPA - don’t shift your budgets in-
flight based on CPC
Creative Messaging & UX:
Analyze which groups don’t perform and
why (discover hidden micro-segments)
Media Buying Rules:
Exclusivity and Frequency are easy ways to
save 25% or more of your budget
Adoption of Attribution Program:
Align attribution data w/ internal sales reports
ASAP (MMO, contribution, etc)
Audience Segmentation:
Pick one primary data source for all index
reports (CRM, media, attribution)
Data Reporting:
Build custom dashboards to simplify your
marketing narrative

17. #xcmo14
Next Steps
Online-To-Offline Attribution Program Expansion in 2014
Pilot Programmatic TV:
Increase efficiency of TV buys by integrating
a programmatic TV pilot program
Cross-Device Campaigns:
Enhance the customer experience by activating
cross-device campaigns to CRM segments
Faster Optimizations:
Optimize digital media by connecting offline
sales feed directly into RTB platforms
Omnichannel Reports:
Advance forecasting and budget allocation by
integrating Media Modeling with Digital Attribution
Improve Viewability:
Increase the effectiveness of buys by
increasing viewability across placements
Competitive Scorecards:
Steal share from competitors with new
competitive scorecards in the reporting UI

18. The Next Frontier: Cross-Device
#xcmo14

19. #xcmo14#xcmo14
The Rise of Mobile
Consumer Behaviors
67% of consumers use multiple
devices when shopping
Growth in Mobile Ad Spend
$32.43 $32.98 $33.12 $32.12
$4.36
$9.60
$14.97
$21.24
2012 2013 2014 2015
MobileDesktop

20. #xcmo14
The Power of Connected Data…
#xcmo14
Cross-Device
Attribution
$34
$10
$76
Cross-Device
Retargeting
Abandoned Cart
Later
Display Ad
Cross-Device
Suppression

21. Thank You!
#xcmo14