adometry - liveramp webinar deck: the missing link
DESCRIPTION
Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013—a 14.8% annual increase over 2012's $225.5 billion. But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion—as much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only. Targeting isn't about clicks, it's all about sales, and 92% is a large percentage of missing data.TRANSCRIPT
Closing the gap between online and offline purchases
THE MISSING LINK
John DietzVP of Applications
Adometry
PRESENTERS
Travis MayVP of ProductLiveRamp
Businesses like a brick & mortar retailer may use multiple channels and campaigns to advertise.
THE ATTRIBUTION PROBLEM
THE ATTRIBUTION PROBLEMWith offline purchases, how can a retailer measure the success of its many ad channels and media?
THE ATTRIBUTION PROBLEMInfluences and actions come in multiple channels
PurchaseDecision
THE ATTRIBUTION PROBLEM
Apparell &
Accesso
ries
Toys
& Hobbies
Music &
Movie
s
Consumer
Electr
onics
Video Gam
es/Conso
les
Jewelr
y & W
atches
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Offline PurchaseOnline Purchase
Purchases following online research
THE ATTRIBUTION OPPORTUNITYAttribution: Assigning value to a marketing activity based on a desired outcome
THE ATTRIBUTION OPPORTUNITYAttribution: Assigning value to a marketing activity based on a desired outcome
DATA DRIVEN
(Probabilistic)
30%10%15%45%
Conversion
THE ATTRIBUTION OPPORTUNITYAttribution: Assigning value to a marketing activity based on a desired outcome
DATA DRIVEN
(Probabilistic)
30%10%15%45%
Conversion
OnlineOffline
DSPs
DMPsAd Networks
Attribution Platforms
Exchanges
WHAT LIVERAMP DOES
Customer relations and sales from online and
offline verticals CRM with PII is siloed to CRM
purposes.
Anonymous segmented cookie lists
Integrated and sent to online
platforms
LiveRamp strips PII, enabling data
for online ads.
Auto
Retail
Travel
Telco Financial
WHAT ADOMETRY DOES
Attribution
Optimization
Ad VerificationDigital
Channels
OfflineChannels
Audience & 1st Party
Data
Custom Reports
CRM
Keyword RTB
DSP RTB
GUI
LIVERAMP’S ATTRIBUTION PROCESS
① Advertiser provides CRM File with purchase data to LiveRamp
② LiveRamp matches CRM data to cookies and syncs data to Adometry.
Result: Adometry can now tie impressions on its cookies to offline purchase data synced by LiveRamp.
① SECURE FILE TRANSFER
Advertiser sends LiveRamp CRM FileAdvertise
r
Email Name Postal AddressPurchased
in last 6mo
High value (Spends
$500/year or more)
PaintPurchaser
Male/Female
Al Smtih2344 Hearst Ave,
Richmond CAYes Yes Yes M
Susan Lee520 Broadway, New
York, NY, 10012Yes No No F
[email protected] John Doe36866 Lomba do
Crucero, PontearasNo No Yes F
[email protected]ünwalder Str. 16 München, 81547
Yes Yes No M
② ACTIVATE WITH ADOMETRY
We anonymously tie CRM data to cookies
AdometryCookie ID
Purchased in last 6mo
High value (Spends $500/year
or more)
Paint Purchaser Male/Female
123 Yes Yes Yes M
234 Yes No No F
345 No No Yes F
456 Yes Yes No M
RESULT: SMARTER ANALYTICS
Adometry can now attribute to all conversions• Which channels influence offline purchases?• Which audiences are responding offline?• What creatives are driving people to stores?• How should spend be adjusted to increase overall
revenue?
ADOMETRY ATTRIBUTE
WHAT TO LOOK FOR IN AN ONBOARDER
• Accuracy • Scale• Speed• Flexibility• Integration • Privacy and Security
PRIVACY AND SECURITY BY DESIGN
Protecting consumers and their data, and providing notice and choice.
① No PII in cookies ② Secure silo of customer data③ Allow consumer opt-out
CLIENT CHARACTERISTICS
Ideal characteristics for onboarding:
• Large budget for online marketing• Large fraction of sales in-store or by
phone• Sales process involving collection of
some level of PII
KEY VERTICALS
Retail Travel
20
KEY VERTICALS
Financial
21
Auto
REAL RESULTS
Retail brand with significant physical stores
Loyalty card program, purchase and revenue
Display, search, email, web traffic
REAL RESULTS
7MM in-store purchases (one month)500K attributed to digital (68% multi-touch)
75% to Display
15% to Email5% to Search
Multiple touches increases conversion rateDisplay before email increases conversion by 60%
