adometry - liveramp webinar deck: the missing link

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

alsmith@gmail.com

Al Smtih2344 Hearst Ave,

Richmond CAYes Yes Yes M

Susan Lee520 Broadway, New

York, NY, 10012Yes No No F

john@gmail.com John Doe36866 Lomba do

Crucero, PontearasNo No Yes F

jane@gmail.comGrünwalder 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%

QUESTIONS?

Travis Maytravis@liveramp.com

John DietzJohn.dietz@adometry.com