webinar: omnichannel measurement & activation · 6/28/2019 · identify customer in store by:...
TRANSCRIPT
Webinar: Omnichannel Measurement & ActivationJune 28th, 2019
Proprietary + ConfidentialProprietary + Confidential
Omnichannel Webinar Impact Extend x Google
View events
June 28, 201910.30 AM - 11.30 AM
Introductions 5 min
The challenge we face as marketeers 10 min
Scalable omnichannel measurement solutions 15 min
Tracking persons in Google Analytics and in store 15 min
Perspectives & questions 10 min
Agenda
Proprietary + ConfidentialProprietary + Confidential
Tanja WinterbergOmnichannel Lead at Google DK
Email: [email protected]
Thomas Høgsbro-RodeSenior-partner, co-CEO at IMPACT Extend
Email: [email protected]
Proprietary + ConfidentialProprietary + Confidential
Confidential + Proprietary
Proprietary + Confidential
The challenge we face as marketeers
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Proprietary + Confidential
Online to offline business types
Own website
Own retail stores
Own website Own website
Wholesale
Other retail stores “Offline” deal closing(typically tracked in
online CRM)
Omni-channel Retail Wholesale Retail B2B sales
Confidential + Proprietary
Proprietary + Confidential
How much revenue would you lose in your stores if you turned off your website today?
5%? 10%? 50%?
Increase sales?
It’s not 0% and it’s not 100%
Confidential + Proprietary
Proprietary + Confidential
Our customers have high expectations for an omni-channel experience
Source: https://www.impact.dk/viden/omnichannel-rapport/
Confidential + Proprietary
Proprietary + Confidential
How are we navigating today in digital marketing?
Online only, last (non direct) click attribution Online only, data driven attribution modelling Omni-channel, data driven attribution modelling
Confidential + Proprietary
Questions you need to answerHow do we allocate our digital media budget and time to optimize revenue and profit?
● How much revenue am I generating online and offline in stores?
● How do my channels interplay in an attribution perspective?
Examples:
● Google Ads create 3x the revenue offline than online (incremental). We can outbid our competitors because we know the real ROAS
● Budget allocation between online and offline can be fairly adjusted to increase total revenue and not just online
● Trigger emails are outperforming newsletters in total revenue, when accounting for offline revenue, but we spend 4x the effort in generating newsletters than automated emails
How can we optimize the user journey, so we provide the right content to the right person at the right time? Creates both customer delight and increased engagement.
● How do the total user journey look like across both online and offline touch points?
● How do we adjust our digital marketing activities to fit the activities happening offline?
Examples:
● Turn on online remarketing based on offline purchases
● Segment customers correctly in marketing automation flows (e.g. customer previously thought of as churned has a long purchase history offline and is in reality a high value customer)
● Show video ads on YouTube on customers smart TVs based on offline purchases (pretty cool)
How can we monitor our performance in near real time to adjust our course, so we reach our goals?
● What channels are under-/overperforming?
● Who needs to take action depending on what KPI’s are lagging?
Examples:
● Google Shopping are underperforming compared to last year, but we can easily identify that spend has decreased 40%. Increase spend
● Email traffic is underperforming. Is it due to conversion rate, visits, CTR, email opens, email sends or size of permission DB?
Confidential + Proprietary
In a perfect world, we have all the data consolidated and activated in all marketing channels
Confidential + Proprietary
Our complexreality of online/offline
tracking
Google Store Visits Reporting
Google Store SalesIntegrated with Google Ads
Track offline sales as ecommerce revenue in
Google Analytics (Google Measurement Protocol)
Custom Data Warehouse setup with consolidated touch points
and offline sales
But we will never get perfect dataDifferent methods provide different insights from different cost/benefits scenarios
Available for all that fulfills Google’s min. requirements
Requires tracking of purchases on a person level either through loyalty club or email receipts
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Scalable omnichannel measurement solutions
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Steps for successful omnichannel marketing
Take action on current store visits tracking on Search
Activate new bid strategies that optimises
search for omni ROAS
Clearly define your omnichannel KPI with Google
Agree on an omni ROAS to use as main KPI
1 2 3Drive footfall with
other digital ad formats
Build visibility around each store and drive
foot-traffic
Step 2 and
3 are
dependent
on an
anchored o
mni KPI
across bus
iness units
Measure the impact of digital
advertisement on footfall/sales
Set-up Store Visits and/or Store Sales Direct
0
Proprietary + ConfidentialProprietary + Confidential
Store Visit
2
Store Visits Reporting with Google: Methodology
Customer visits store
Geometry mapping, wi-fi scanning
GPS
Backend data
Digital Interaction
Signed-in and opted into location history
Clicks on an ad/website(Location Extensions
required)
1
Ongoing data validation
surveys with user panel
3
Extrapolated to the population
aggregated and anonymized
4
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Clearly define your omnichannel KPI
Online Sales
Digital BudgetOnline
Conv. ValueOnline
ROI
Omnichannel ROAS
Store Visits Store Visit Conv. Value
Offline ROI
Avg. Conver
sion
Rate In-Store *
Avg. Order
value
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Activation of Store Visits Data: Meet customers where they are
Store Visits Smart Bidding on Search and Shopping uses
the power of machine learning to optimize for both online & offline impact.
+17% Omnichannel ROAS+113% Omnichannel Revenue+211% Store Visits(compared to control group)
+95% Omnichannel ROAS(compared to last year (YoY))
Confidential + Proprietary
Proprietary + Confidential
Store Visits Reporting in Google Analytics
Enables advertisers to understand the online to offline behavior of their customers by uncovering which online channels (paid and unpaid) drive the most visits to physical stores
Analytics 360
Analytics
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Store Sales Direct: Methodology
* All information reported to the advertiser is aggregated and anonymized.
How it works
Google Ads reports show total offline transactions influenced by Google ad engagement*
Transactions are matched by tieing purchase behavior to ad clicks
Customer visits Advertiser’s store and purchases items through loyalty program(e.g., email, name, address, phone #)
Logged in Google User clicks on Google Ad
Advertisers sends transaction records via CRM file directly to Google Ads or Data Partner
Data Partner
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Enriching Store Visits data with Store Sales Direct
Before After
$400 $904
2.3X
Store Visit Value
Before After
$85 $125
1.5X
Google ad campaigns drive higher-value store visits than originally assumed. ● Previously advertisers were making an assumption about average visit value based on their total store data.● Leveraging store sales data, advertisers saw the full value of their offline investment, compared to store visits
alone, with significant increase in attributed Average Order Value.
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The Future of Omnichannel with Google: Actionability & Simplicity
Data Driven
x-Device
x-Media
Fully Automated
Omnichannel Goals & Assets
Local Goals & Assets
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Proprietary + Confidential
Tracking persons in GA and in stores
Confidential + Proprietary
Proprietary + Confidential
Connecting the dots with Google Measurement Protocol
Cookie IDAnonymous yet
recognizable visitor
What traffic sources are they coming from?
What pages are they looking at?
What devices are they using?
What products do they purchase?
Google Analytics
Unidentified user
Purchase registered in POS
NB: You are not allowed to save personal identifiable information in Google Analytics (free) - only allowed in Analytics 360, so all data must be anonymized
Confidential + Proprietary
Proprietary + Confidential
Cookie IDAnonymous yet
recognizable visitor
What traffic sources are they coming from?
What pages are they looking at?
What devices are they using?
What products do they purchase?
Google Analytics
*NB: You are not allowed to save personal identifiable information in Google Analytics (free) - only allowed in Analytics 360, so all data must be anonymized.
Unidentified user
Purchase registered in POS
User IDIdentifying the user through:
Purchasing onlineSigning up for newsletter
Clicking on link in newsletter (“soft login”)*
User ID is pseudonymised to comply with Google policy.
Connecting the dots with Google Measurement Protocol
Confidential + Proprietary
Proprietary + Confidential
Cookie IDAnonymous yet
recognizable visitor
What traffic sources are they coming from?
What pages are they looking at?
What devices are they using?
What products do they purchase?
Google Analytics
*NB: You are not allowed to save personal identifiable information in Google Analytics (free) - only allowed in Analytics 360, so all data must be anonymized.
Unidentified user
Purchase registered in POS
User IDIdentifying the user through:
Purchasing onlineSigning up for newsletter
Clicking on link in newsletter (“soft login”)*
User ID is pseudonymised to comply with Google policy.
Identify customer in store by:
Tracking purchase via loyalty club
Providing email receipts (e.g. via
yReceipts)
Connecting the dots with Google Measurement Protocol
Confidential + Proprietary
Proprietary + Confidential
Cookie IDAnonymous yet
recognizable visitor
What traffic sources are they coming from?
What pages are they looking at?
What devices are they using?
What products do they purchase?
Google Analytics
*NB: You are not allowed to save personal identifiable information in Google Analytics (free) - only allowed in Analytics 360, so all data must be anonymized.
Unidentified user
Purchase registered in POS
User IDIdentifying the user through:
Purchasing onlineSigning up for newsletter
Clicking on link in newsletter (“soft login”)*
User ID is pseudonymised to comply with Google policy.
Identify customer in store by:
Tracking purchase via loyalty club
Providing email receipts (e.g. via
yReceipts)
Connecting the dots with Google Measurement Protocol
Confidential + Proprietary
Proprietary + Confidential
Cookie IDAnonymous yet
recognizable visitor
What traffic sources are they coming from?
What pages are they looking at?
What devices are they using?
What products do they purchase?
Google Analytics
*NB: You are not allowed to save personal identifiable information in Google Analytics (free) - only allowed in Analytics 360, so all data must be anonymized.
Unidentified user
Purchase registered in POS
User IDIdentifying the user through:
Purchasing onlineSigning up for newsletter
Clicking on link in newsletter (“soft login”)*
User ID is pseudonymised to comply with Google policy.
Identify customer in store by:
Tracking purchase via loyalty club
Providing email receipts (e.g. via
yReceipts)
Connecting the dots with Google Measurement ProtocolRegister transaction in
Google Analytics just as a “regular” ecommerce
transaction via Google Measurement Protocol.
Transaction is connected to same pseudonymised user ID
like from the website.
Proxy / middleware
Confidential + Proprietary
Proprietary + Confidential
Cookie IDAnonymous yet
recognizable visitor
What traffic sources are they coming from?
What pages are they looking at?
What devices are they using?
What products do they purchase?
Google Analytics
Unidentified user
Purchase registered in POS
User IDIdentifying the user through:
Purchasing onlineSigning up for newsletter
Clicking on link in newsletter (“soft login”)*
User ID is pseudonymised to comply with Google policy.
Identify customer in store by:
Tracking purchase via loyalty club
Providing email receipts (e.g. via
yReceipts)
Connecting the dots with custom data warehousePull data from API
Pull out data from Google Analytics through their API with
session level information on user level (use custom dimension for user ID)
Data warehouse
Confidential + Proprietary
Proprietary + Confidential
Cookie IDAnonymous yet
recognizable visitor
What traffic sources are they coming from?
What pages are they looking at?
What devices are they using?
What products do they purchase?
Google Analytics
Unidentified user
Purchase registered in POS
User IDIdentifying the user through:
Purchasing onlineSigning up for newsletter
Clicking on link in newsletter (“soft login”)*
User ID is pseudonymised to comply with Google policy.
Identify customer in store by:
Tracking purchase via loyalty club
Providing email receipts (e.g. via
yReceipts)
Connecting the dots with custom data warehousePull data from API
Pull out data from Google Analytics through their API with
session level information on user level (use custom dimension for user ID)
Data warehouse
Confidential + Proprietary
Proprietary + Confidential
Connecting the omni-dots
Confidential + Proprietary
Proprietary + Confidential
Report with all data consolidated and attributed by datadriven model
Confidential + ProprietaryConfidential + Proprietary
Report with online/offline revenue attributed by datadriven model Specific actions based on insights:
1. Paid search is 2x as profitable as we previously believed. Restart previously underperforming campaigns.
2. Increase paid search CPC to outbid competitors
3. Emails are generating 3x the revenue offline as online. Increasing permissions 10% increases revenue with 13 mkr.
4. Google Shopping has better ROAS than generic search ads when taking offline transactions into account!
5. Automation/trigger emails outperforms newsletters, but only gets 10% the focus. Re-prioritize your internal activities
Confidential + Proprietary
Proprietary + Confidential
Perspectives and questions
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Perspectives & Questions
1. Incrementality: How much more sales/foot fall are you generating?
2. Cross device: Challenge of tracking across devices (and Safari/Firefox deletion of cookies)
3. Attribution: How do you implement this in your data driven attribution model?
4. Data quality (signs ins): How many people can you identify?
5. Organisational implementation: Getting the clerks to connect transactions with people
6. KPIs: Aligning your organization to focus on same KPIs
Thomas Høgsbro-RodeSenior-partner, co-CEO at IMPACT Extend
Email: [email protected]
Tanja WinterbergOmnichannel Lead at Google DK
Email: [email protected]