Shopper Marketing

1. DATA
INSIGHTS
& DIGITAL
PROMOTIONS
DRIVING REVENUE
WITH DATA ASSETS

2. Adver&sing 1.0
Mass Media
Adver&sing 2.0
Search + Social
Adver&sing 3.0…
“The Holy Grail”
“I think you saw,
read or heard my
adver&sing, so I
hope they bought
my brand”
“I know you
clicked, liked or
tweeted but I hope
you bought my
brand (offline or
online)”
“I know you bought my
brand, where you bought
it and why you bought
it…and I can op9mize my
future marke&ng spend
accordingly.”
2
ADVERTISING HAS A “MEASUREMENT” PROBLEM
“The problem for many adver9sers is that the vast majority of consumer purchases take place offline.
So the ques9on becomes: if I buy adver9sing on Facebook, how do I know that someone bought a
can of beans in the supermarket because of it?”
H A L F T H E M O N E Y I S P E N D O N A D V E R T I S I N G I S WA S T E D ; T H E T R O U B L E I S I D O N ’ T
K N O W W H I C H H A L F ”
- J O H N W A N N A M A K E R

3. THE NEW RETAIL MODEL
TYING OMNICHANNEL
TO IN-STORE

4. DIGITAL MARKETING IS DRIVING
MORE IN-STORE SALES THAN
OFFLINE MARKETING
$1,538 $1,519 $1,506
$1,386
$1,486
$1,587
$294 $325 $355
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
2014 2015 2016
Forecast: US Cross-Channel Retail Sales, 2014 to 2016
Offline Sales Web-influenced offline sales Online Sales
Online-Influenced In-Store Sales: +
$100B/year
Offline-Influenced In-Store Sales:
No Growth
WEB-INFLUENCED OFFLINE SALES

5. DIGITAL ENGAGEMENT IS HAPPENING
ACROSS MULTIPLE DEVICES
Smartphone visits and
orders grew at twice the
rate of tablet orders and
visits during the 2014 holiday
season*
Digital Advertising spend in
the Middle East is predicted
to hit $1 Billion by 2018!
28% of US retail sales were influenced by smartphones in 2014 =
$1.0 trillion

6. BUT HOW CAN WE BRIDGE THE GAP
BETWEEN ONLINE AND OFFLINE

7. COLLECTING DATA THROUGH
DIGITAL PROMOTIONS
Collect data by connecting with the promotion.

8. LEVERAGING DATA TO INFORM YOUR
MARKETING
-MARKETING AWARENESS CHANNELS
CRM Social
Paid Media
In-Store
Email/Online
Creative &
Brand Strategy

9. WHAT KIND OF DATA ASSETS
ARE AVAILABLE
CRM
• Offer type
• Consumer segment
• Subject line or creative A/
B testing
• Search engine
• Keyword
• Ad Group
• Creative ID & size
• Placement
• Cookie pool
• Frequency of purchase
• # of additional brands
• Favorite retailer
• Basket/Product info
• Retailers
• Purchase time
• Agent
• Complaint type & severity
• Offer type
• Social site
• Creative
• Organic vs. promoted
• Age, Gender, and more
• Purchase Habits
• Personal details &
behaviors
email
search
display
CRM
social
customer service
retail purchase
demographics

10. HOW DO YOU
GET
THE DATA?

11. PROMOTIONS ARE THE PERFECT
TOOL TO COLLECT DATA
Fine-tuning your
media mix
Getting data on
competitors

12. MEASURING IN-STORE
PROMOTIONS
• Full Demographic Data
(including age, gender,
geographic location,
preferences & habits)
• Purchase Time
• Purchase Location
• Retailer
• Close Rate by Channel
• Basket Analysis
• Drop-Off Rate
• Facebook Login Data
• Device
• Return Visits

13. Brands can benchmark and op0mize sales across spend to drive purchase, by integra0ng New
Technology into exis0ng media spend
Every promotional
channel and/or creative
execution is assigned a
unique activation
keyword
1. ASSIGN KEY
WORDS
2.USERS
PARTICIPATE
Consumer sees the
offer and participates
using the keyword on
the media and/or
creative viewed
3. ANLAYZE
DATA
Sample purchase data
is analyzed across all
channels, geography,
retailer and purchase
history
5. OPTIMIZE
SPENDING
Campaign dollars can
then be re-assigned
based on the
performance of
different channels
Optimizing all Shopper
Media Spend

14. NEW TECHNOLOGY: RECEIPT
RECOGNITION

15. Share of Basket by
Product Type
(Quantity)
Share of Basket by
Product Type
($$)
GETTING DATA ON PRODUCTS
AND BASKET

16. DEMOGRAPHIC DATA
Granular drill-down
on customers.
Broad insights on
demographic groups.

17. HOW CAN YOU
OWN YOUR
DATA?

18. RENTING DATA
• Paying per engagement
• No data asset built
• No up-front cost

19. OWNING DATA
• Building real CRM infrastructure
• Multi-year investment
• Limited incremental cost to
deploy campaigns
• More up front work

20. BEST PRACTICES
1. Every promo0on should collect data
2. Measure everything digital that drives in-store
3. Push consumer registra0on to get a promo0on
4. Make a long term data plan
5. “Always-on” programs
6. Embrace email

21. Questions?
@SnippInc
Snipp.com/clients
Aya Kabbara
Managing Director
Snipp Interactive
aya@snipp.com