power campaign performance with in-flight … · crm lift a pet product manufacturer incorporated...

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


FUNDAMENTAL

QUESTION:

Are Your Metrics

Supporting Your

Sales Goal?


Purchase Data is a Better Metric Than Online Proxies

Offline Sales Data CTRViewability Demo


Offline Sales Data

Has Traditionally Been Difficult to Use

Late Limited Aggregated Disconnected


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


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


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


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


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

[email protected]

Liz. Jones

20 Stag Dr.

Chicago, IL

Phone 555-1212

AbiliTec®

ID

abc12345

Android [email protected]


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 [email protected]

[email protected]

Non-Discoverable

Offline Knowledge [email protected] [email protected]

cookie ID

jyidms33hd4e263hd93

MAID

c14e7fb1–4476–4b21

Custom ID

P097yt7493jf


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


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


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


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


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


In Flight Optimization of Tactics – Going Deeper

PBT Level Performance

PBT SegmentsPurchase


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


PBT SegmentsPurchase


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


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


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


In-Flight Optimization Drives PerformanceBuy Rate Index

Cost Efficiency Index


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


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


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


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


Thank You!

JP Beauchamp

[email protected]

Max Knight

[email protected]

David Wells

[email protected]

power campaign performance with in-flight … · crm lift a pet product manufacturer incorporated...

Documents