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OfferArchitect™
The new paradigm for digital offer testing

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Who is RevTrax?
RevTrax is the only one-to-one digital promotions company that leverages
shopper intelligence to deliver smart coupon offers. Our omnichannel solutions
measure the impact of digital marketing on in-store sales by providing actual
transaction-based attribution metrics. Marketers deploy RevTrax solutions across
devices and channels including display, social, email and search.
One solution in particular that is changing the way marketers build digital offers
that convert is our proprietary product know as OfferArchitect™.
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OfferArchitect™ identifies the most impactful coupon offer against a target
audience segment by using the Auto Optimizer™ feature. It is a real-time,
multivariate-testing platform based upon behavioral economics principles.
RevTrax’s heuristic methodology considers all relevant messaging on the coupon
itself and the ambient environment including copy, imagery, value, etc.
Experiments are planned, tested and operationalized in conjunction with highly
credentialed academics from leading marketing research institutions.
What is OfferArchitect™ ?
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OfferArchitect™
Removes the Guesswork
Test and optimize your incentive ideas before
deployment. OfferArchitect™ removes the
guesswork from digital offer testing and optimization
while still encouraging concept ideation by all key
stakeholders: Promotions, Sales, Shopper and Field
Marketing.
Solves the Problem
Consider the busy holiday season. Both Consumer
Packaged Goods (CPG) manufacturers and retailers
face enormous pressure to deliver against sales
objectives. They must ask themselves, “Have the
digital incentives put forward been optimized via
proven testing methodologies? Or are they simply
someone’s ‘best guess?’” In today’s stiffly competitive
market, someone’s best guess simply is not good
enough. And in the age of data, if CPGs and retailers
have access to more consumer data than ever before,
why not use it their advantage when building an offer?
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Methodology
OfferArchitect™ methodology is ecosystem-inclusive ingesting and analysing
quantitative and qualitative input from target consumer to key stakeholders
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Generate a portfolio of
promotional offers by
designing retailer and
manufacturer concepts
based on common
behavioral heuristics
Apply statistically
significant Data Science
and state-of-the-art
Machine Learning
techniques to identify the
ideal test offers
Test against real shoppers
across all digital platforms
such as coupon portals,
shopper applications, social
media and promotional
email using online
engagement, offline
redemption and historical
purchase taxonomies
Employ an iterative and
adaptive testing
methodology that
facilitates ‘best offer’
identification within
days
Collaborate with
manufacturers and their
retail customers to
review which offer(s)
generate the most
appeal, create
incremental lift and
optimize return-on-
investment
Train, educate and engage
Shopper, Promotion and
Trade teams on process
methodology, post-
campaign performance,
and future concept
development

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Why OfferArchitect™ ?
Only OfferArchitect™ Can:
• Test against national shopper audiences, across retailer types and formats, and across digital
channels in a live production environment.
• Deliver hard-attribution metrics, link offline purchase transaction to online shopper
engagement, separating those “intending to buy” from those who “actually bought.”
• Provide enterprise-wide insights for all national and field marketing teams.
• Incorporate banner advertisement and coupon offer combinations; no interest in the banner ad
often means a shopper will never click through to view the coupon.
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Using
OfferArchitect™
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Master the Art & Science
of Promotion Optimization
Trade Promotion Management and Trade
Promotion Optimization software are mainstays for
CPG companies However, these data-driven
platforms often fall short in overall accuracy, as
they ignore the often irrational and unpredictable
behavior of the shopper.
Data can shift based on consumer actions, and
dramatic behavioral changes can be triggered.
OfferArchitect™ blends the art and science of in-
store econometric trade promotion activity with
digital Behavioral Economics testing
methodologies, the study of non-monetary
psychological, social, cognitive and emotional
factors on purchase decisions. OfferArchitect
incorporates the most advanced digital research
techniques including Hedonic Bundling, Message
Framing, and Heuristic Learning.
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Applying Principles of
Behavioral Economics:
Behavioral Economics studies the effects of
psychological, social, cognitive and emotional
factors on the economic decisions of individuals.
The core premise is that shoppers are more
compelled to make purchase decisions based upon
subconscious – and often irrational – biases, not
only upon price.
Heuristics are integral to Behavioral Economics-
based testing platforms. A heuristic technique, is an
approach to problem solving, learning, or discovery
that is based on experimentation, evaluation or
trial-and-error methodologies. They are typically the
mental shortcuts that ease the cognitive load of
making a decision – the rules of thumb, the intuitive
judgments and the common sense.
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The Importance of Live
Environmental Testing:
Imagine a CPG company building a digital offer for
dog food in the form of a banner ad. Say the banner
ad has four distinct variables: photography, color,
copy, and call to action, and each variable has four
distinct values. Using simple combinations, there are
4x4x4x4 possibilities for how this banner ad will
ultimately look, or 256 combinations.
RevTrax uses our proprietary technology and data
science techniques to offer our clients real-time testing
in a live production environment with a national
audience. And we do it fast.
Of 256 possible combinations in the above example,
the CPG company will only have to create one
barcode, and RevTrax will iteratively test all 256
combinations using both multivariate testing and AB
testing techniques. With each round of testing and
refining, we get closer to and ultimately reach the
most effective offer.
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Real Actionable
Insights
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OfferArchitect™ Stories
• In a cross-category hedonistic offer bundle, the spillover effect of a $3.00
versus $1.50 anchor item offer was a 17% increase in control redemptions;
given shoppers assumed all the offers had a higher face value.
• The inclusion of a newborn photo on a baby care product offer triggered an
emotional response that increased the redemption rate at a large mass market
retailer by 40%.
• For a health and beauty care product, framing the offer as “$3.25 After
Discount”, versus “$2.50 OFF”, generated a 130% increase in redemptions at a
national drug store chain.
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Sales@reftrax.com • www.revtrax.com • 1.866.996.TRAX(8729)
Contact a RevTrax professional for more information
at sales@revtrax.com
or 1.866.866.TRAX(8729)