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JP Beauchamp, IRI | David Wells, LiveRamp | Max Knight, Amobee
February 20, 2020
POWER CAMPAIGN PERFORMANCE WITH IN-FLIGHT OPTIMIZATION
IRI Webinar
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 2
Today’s Presenters
JP Beauchamp
Senior Vice President
Media Center of Excellence
Max Knight
Vice President
Analytics
David Wells
Senior Director of Sales,
Data Store
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 3
FUNDAMENTAL
QUESTION:
Are Your Metrics
Supporting Your
Sales Goal?
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 4
Purchase Data is a Better Metric Than Online Proxies
Offline Sales Data CTRViewability Demo
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 5
Offline Sales Data
Has Traditionally Been Difficult to Use
Late Limited Aggregated Disconnected
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 6
IRI Offers Integrated Solutions for All Parts of the Marketing Cycle
for Seamless Execution for National Media and With Retailers
P R E
C A M PA I G N
M I D
C A M PA I G N
P O S T
C A M PA I G N
Optimization
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 7
Grocery49% ACV
Drug61% ACV
Club18% ACV
Convenience6% ACV (800 Stores)
Liquor170+ Stores
Our CCF Files Are Powered by 500M+ All Outlet Loyalty
Cards, Delivering Unmatchable Breadth and Depth
+ more!
• 500MM Total Cards - 5x larger than NCS; 10x larger than ODC
• 117MM Unique HHs covering 93% of US
• 4.3 cards per household is 2x competition
• IRI has loyalty data from Kroger, Ahold/Delhaize, BevMo!
and Convenience, not available elsewhere
• Only provider to deliver 100% Deterministic Audiences
• 27 Months of Longitudinal data
• On average, 87% of all transactions are captured from each
of the 500MM loyalty cards
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 8
Why Does More Data Matter? Granularity & Accuracy!
Competitive Solutions Often Lack the Scale to Provide Tactic Level Insights,
and When They Do, the Conversion Comparisons Can’t Be Trusted
The Other Guys
Creative A National Converters
✓ Captures more of the actual converters
✓ More accurately portrays the conversion
efficiency of the two tactics
− Captures a small minority of converters
− Fails to capture the differences in
conversions between the two tactics
Creative B National Converters
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 9
IRI Lift
Solutions
IRI Lift SolutionsIndustry-Leading Analytical Powerhouse Delivering the
Right Measurement and Improving Media Effectiveness
Multi Touch Attribution
(Cross Channel Lift)
A CPG food brand achieved 6x increase in sales lift while reducing media waste for a sizeable spend campaign by acting on IRI’s insights around synergistic effects of TV, online display and mobile that helped determine optimal spend allocations and performance drivers within each channel.
Digital Lift
A soups brand tackled soft performance in a declining category by incorporating IRI’s insights into its digital campaign, driving $30MM+ in total incremental sales and garnering a return of $5.66 for every $1 spent.
TV Lift
By accurately identifying most responsive households, IRI enabled a pet nutrition brand to develop specific targeting and personalized messaging that achieved a 13% sales uplift and increased household penetration for its upcoming TV campaign.
CRM Lift
A pet product manufacturer incorporated IRI’s insights to maximize the value of its loyalty programs, ultimately leading to reduced customer attrition via better program benefit communications, attracting new customers and engagement through a more robust mobile platform, and driving 50% category uplift by incorporating more deals into rewards.
Out of Home Lift
IRI helped a worldwide CPG brand overcome the often elusive OOH measurement at household level to achieve a 14% sales lift and $4.75MM in incremental sales with game attendees when measuring an expensive NFL-sponsored stadium program.
Social Lift
A CPG client picked three influencers from a network of 300,000 to showcase 5-Hour Energy bottles on 15 Instagram posts produced at a large entertainment event. The brand wanted to test whether paid media posts from carefully curated influencers on Instagram could boost in-store sales. IRI’s Social Lift solution uncovered that influencer marketing drove high returns through social data collaboration, generating an incremental $1.2 million in sales, with a $6.11 ROAS, over 6.6 times higher than the 0.92 average for all IRI social media food campaigns.
© 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
6XSALES
LIFT
$5.66ROAS
50%CATEGORY
UPLIFT
$4.75MM
INCREMENTAL
SALES
$6.11ROAS
3.92%LIFT IN HH
PENETRATION
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 10
Building the Identity Graph: Resolution
LiveRamp receives
deterministic matches tying
devices, cookies, or Customer
IDs to a known user touchpoint.
LiveRamp seeks the user in
our offline data spine based
on offline data.
The new match is connected
to the existing IdentityLink as
a new touchpoint, which will
strengthen match rate and
enable addressability.
Hulu 123
IDFA 123 Spotify CID
myemail@me.com
Liz. Jones
20 Stag Dr.
Chicago, IL
Phone 555-1212
AbiliTec®
ID
abc12345
Android 123myemail@me.com
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 11
Online Matches are Not the Whole Person
Historical and Offline Data Link Touchpoints That Could Never be Connected with Online Matches
Offline Data Connects 3X More Cookies and 2X More Mobile Devices per Person
Elizabeth JonesAKA Liz Joneslizzy@msn.com
ejone@yahoo.com
Non-Discoverable
Offline Knowledge Baselizzy@msn.com ejones@yahoo.com
cookie ID
jyidms33hd4e263hd93
MAID
c14e7fb1–4476–4b21
Custom ID
P097yt7493jf
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 12
Why Buy Data from the LiveRamp Data Store?
Options: 180+
Data Providers
Choose from over
180 privacy-compliant
data providers.
Work with us to get
audiences customized
to your needs.
White Glove
Service
Our Audience
Solutions team
is available to
consult and provide
recommendations
for free.
International
Data
Access global
audiences across six
international markets:
in the UK, France,
Canada, Japan,
Australia, and China.
Neutral, Curated
Environment
LiveRamp is not a
data company. The
Data Store‘s mission
is to bring buyers and
sellers together in a
turn-key environment.
Flexible
Pricing
From CPM, percent of
media, and flat-fee
deals to custom
pricing, the LiveRamp
Data Store has the
flexibility to fit
your needs.
DATA STORE
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 13
Easily Source Third-Party Data for Any Use Case
Marketers Can Browse and Distribute Segments or License Data on a Flat Fee
TargetingMeasurement /
ModelingCustom
SegmentsAdvanced Analytics
PredictiveAnalytics
SEGMENTS
(Variable CPM + % of media)
from our self-serve segment discovery UI
SUBSCRIPTIONS
(Flat Fee)
Easy LiveRamp billing
BASIC ADVANCED
Buy Syndicated 3rd Party Data for Targeting
Source Custom Segments
Use 2nd or 3rd Party Data for Measure-
ment and/or Modeling
Use 3rd Party Data for Advanced
Analytics
Combine 1st and 3rd Party Data for
Predictive Analytics
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 14
31 Countries
48 Patents 4 Global Data Centers
17 Regional Offices 1K Employees
Integrates Across TV, Digital and Social
Campaign activation in real time across TV, the open web and
social
Provides Powerful Analytics
Deep insights on customers, future prospects and the
competitive landscape; understand what marketing initiatives
are working, what isn’t and what to do next
Intuitive and Easy To Use
Self-service and managed service executed quickly
and efficiently
Collaborative Across Different Partners
Brands, agencies and technology providers can work
together to achieve the best results
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 15
How it Works
1 2 3
4 5 6with IRI to determine purchase history, budget and impressions and launches campaign
Amobee Runs
Feasibility Analysis
at scale from major grocery, drug and beer / wine / spirit retailers
IRI Captures
Loyalty Card Data
is used to uncover insights about best-performing tactics on a cross-device basis; continual weekly, mid-flight performance dashboard to understand performance & optimize
Transaction
Data Feed
to User IDs
IRI Matches
Loyalty Card Data
• Tactical Performance
Insight
• Pricing Efficiencies
• IRI Lift On Demand Study
End of Campaign
Results
and matches to Amobee IDs of exposed users
Amobee Ingests
IRI Data
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 16
In Flight Optimization of Tactics
Tactic Level Performance
Tactic
Group
Purchase
RateCPP Cost Imps. CPM
Offline
ActionsClicks CTR
View-
ability %
PBT 0.24% $1.86 $57,840 13,434,933 $4.31 9,223 20,832 0.16% 91.1
DMP 0.14% $3.20 $11,716 2,589,213 $4.53 943 3,264 0.13% 86.9
Brand
Intelligence0.13% $4.09 $31,712 6,265,083 $5.06 1,656 2,133 0.03% 84.5
Contextual 0.09% $4.84 $31,473 7,729,032 $4.07 1,201 10,473 0.14% 92.2
Grand Total 0.18% $2.52 $132,741 30,018,261 $4.42 13,023 36,702 0.12% 90.0
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 17
In Flight Optimization of Tactics – Going Deeper
PBT Level Performance
PBT SegmentsPurchase
RateCPP Cost Imps. CPM
Offline
ActionsClicks CTR
Viewability
%
All Current Buyers 0.58% $0.77 $5,316 1,230,657 $4.32 2,129 2,193 0.18% 90.0
AFC/PFC Lapsed PFC
Category Buyers0.26% $1.76 $3,565 802,194 $4.44 651 831 0.10% 99.7
Competitive Med /
Heavy PFC Buyers0.25% $1.78 $9,399 2,161,458 $4.35 1,646 3,234 0.15% 91.2
Buyers of Healthy
Kid Snacks0.25% $1.74 $4,222 975,453 $4.33 775 1,431 0.15% 89.9
Buyers of Single
Serve Oatmeal0.22% $2.03 $5,777 1,334,871 $4.33 897 2,106 0.16% 89.7
Med/Heavy Buyers of
Health & Granola Bars0.17% $2.50 $16,392 3,892,941 $4.21 1,960 6,798 0.17% 91.8
Med/Heavy Lapsed
Category Buyers0.15% $2.91 $13,170 3,037,359 $4.34 1,165 4,239 0.14% 92.0
Grand Total 0.24% $1.86 $57,840 13,434,933 $4.31 9,223 20,832 0.16% 91.1
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 18
PBT SegmentsPurchase
RateCPP Cost Imps. CPM
Offline
ActionsClicks CTR
Viewability
%
All Current Buyers 0.58% $0.77 $5,316 1,230,657 $4.32 2,129 2,193 0.18% 90.0
AFC/PFC Lapsed PFC
Category Buyers0.26% $1.76 $3,565 802,194 $4.44 651 831 0.10% 99.7
Competitive Med /
Heavy PFC Buyers0.25% $1.78 $9,399 2,161,458 $4.35 1,646 3,234 0.15% 91.2
Buyers of Healthy
Kid Snacks0.25% $1.74 $4,222 975,453 $4.33 775 1,431 0.15% 89.9
Buyers of Single
Serve Oatmeal0.22% $2.03 $5,777 1,334,871 $4.33 897 2,106 0.16% 89.7
Med/Heavy Buyers of
Health & Granola Bars0.17% $2.50 $16,392 3,892,941 $4.21 1,960 6,798 0.17% 91.8
Med/Heavy Lapsed
Category Buyers0.15% $2.91 $13,170 3,037,359 $4.34 1,165 4,239 0.14% 92.0
Grand Total 0.24% $1.86 $57,840 13,434,933 $4.31 9,223 20,832 0.16% 91.1
In Flight Optimization of Tactics – Going Deeper
PBT Level Performance
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 19
Bringing Purchase Data to Audience Insights – Beyond the Campaign Plan
• Access unique demographic, psychographic attributes of known customers and anonymous prospects
• Understand how audiences skew versus industry average
• Identify which 2nd and 3rd party data will be valuable before having to purchase it
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 20
Case Study
Wine Brand Increased Average Daily Sales by 128%
128% increase in average daily sales
Impact
Issue Insights
• CPG companies that don’t have retail stores have
to wait up to 12 weeks for data vendors to send reports
on how digital ads are driving purchases.
• Using Amobee’s DMP, DSP and advanced analytics, the
client was able to get data every week and adjust its
campaigns accordingly.
• Identify who buys in store sooner. Amobee and IRI
collected and ingested anonymized purchase data every
two weeks, analyzing for insights incremental to
performing segments, channels, sites, etc. to optimize the
campaign. Sample insights used in mid-flight
optimizations:
‒ Top performing segment: females aged 25-54 were
converting at a faster rate
‒ Best performing channel: video
‒ Leading sites: Yahoo, Fox, Facebook, Food Network
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 21
In-Flight Optimization Drives PerformanceBuy Rate Index
Cost Efficiency Index
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 22
12.5% 8.3% 13.4% 19.3% 21%
$/HH Lift Penetration Uplift
$/HH Lift for IFO Audience Tactic
$/HH Compet. Buyer Segment Lift
$/HH IFO Display Lift
The Campaign Was a Success and In-Flight Audience
Optimization Proved the Positive Driving Force
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 23
In-Flight Optimization Tactics Outperformed
Non-IFO and Delivered 80% More ROAS
ROAS by Tactic HH Penetration Lift by Tactic
$-
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
IFO Non-IFO
7.8%
7.9%
8.0%
8.1%
8.2%
8.3%
8.4%
IFO Non-IFO
80% improvement
in ROAS3% improvement
in penetration
Source: IRI multi-outlet retailer loyalty card panel | 11/8/2017 – 1/31/2018, Lag Period 2/1/2018 – 2/25/2018
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 24
Results
Combining IRI’s UPC-Level, Offline Purchase Data
With Superior Advertising Technology at Scale
Understanding What Works and What Doesn’t for
Future Campaign Strategies and Execution
+128% increase in
average daily sales
+13.4% lift
+1.25MM incremental revenueleading to
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 25
Key Takeaways
1. Measure What Matters
Lift and Sales
2. Measure at a Level of Detail That is Useful
Tactics and Consumers
3. Optimize at Speed
More Optimization Cycles Mean Better ROAS
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 26
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 27
Thank You!
JP Beauchamp
Jon.Beauchamp@IRIworldwide.com
Max Knight
Maxwell.Knight@amobee.com
David Wells
David.Wells@LiveRamp.com
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