how omni-channel data collection can power marketing measurement
TRANSCRIPT
Sept 13, 2016
using Pulse to power enterprise measurement
who we are 3the measurement problem 6enterprise measurement case study 9Pulse powered measurement 16q&a 21
agenda
2
about Ovative/group
company overviewa marketing measurement & activation agency
minneapolis, mnemployees: 65+founded: 2009deep expertise: data, analytics, measurement, marketing executionhigh-growth: 55% 5 year CAGR
what we doO/g fearlessly unlocks the potential in data – this is through advanced marketing measurement and innovative and flawless activation of marketing and media
how we drive valueO/g brings together disparate data sources into a seamless environment where true marketing effectiveness can be understood and activated upon – driving improved marketing performance
who we areGreg Engen
senior vice president, business development
Alex Andrewssenior analyst,
measurement & activation
the measurement problem
the evolving marketing challengemost businesses have a marketing environment that is comprised of many disconnected
touchpoints and customer types across multiple channels and devices
offline online offline online offline onlineconsideration
channel(s)
marketing channel
device type
mailer
awareness consideration intent purchasedecision
directsearch email
path to purchase
TV
87%of shoppers gather information
before they transact offline
70%of marketing executives said they would
increase spend on mobile, digital and social platforms, if they had the insights to do so
64₵of every dollar spent in physical
stores influenced by a digital interaction
Sources: Think With Google; Deloitte Digital study; WPP agency Millward Brown Digital 7
measurement components
8
measurementdecomposed
what does a measurement system have to do?a holistic measurement system has:• comprehensive collection mechanisms• powerful integration capabilities• flexible & meaningful analytics• and impactful ways to activate.
collect integrate analyze activate
case study
the situationspecialty omni-channel retailer needs improvements in enterprise measurement
$1B+ retailer 1000+ locations
store eComm
10
prior architectureprovided inaccurate and incomplete view of digital marketing touchpoints
email open
display impressio
nnatural search
store order onsite
email platformad server web
analytics CRM web analytics
enterprisemeasurement system
eComm converting paths only
post-click only generic
processing rules
11
Q:
how can we create an enterprise measurement platform that reflects the true value of digital marketing at a tactical level, including digital’s impact on offline sales?
key requirementsneeded a flexible, scalable system that could give us an uninterrupted view of users
identification of a user should be first-party to the client, not the platform
data should remain entirely unprocessed by capturing system
site
display
13
A:Pulse
universal, log-level data collection of all interactions within the client domain, with all data collected as first-party to the client
measurement components
15
collect integrate analyze activate
Pulse powered architecture
email open
display impressio
n
natural search
store order
onsite
email platform
display platform
CRM
web analytics
Pulse
channel-specific reporting
16
integration benefits of Pulse
17
end-to-end data control
platform independent
scalability & flexibility
O/g controls data pipeline while data is owned by client
intentionally defined data processing rules specific to client & use case
entirely cloud data stack provides unprecedented cost efficiency
agile development of new use cases with little reengineering
operates independently from current measurement and execution platforms
doesn’t require any integration efforts with digital platform changes
new analyses unlocked
• online-to-store measurement
• cross-device measurement
• optimize to attributed revenue at more granular levels
• more granular CPA (cost-per-acquisition) measurement
• ongoing incrementality testing
18
Pulse provides massive improvements in both match rate and time to value
online-to-store
19
higher identification rates
more connections to offline
attribute offline conversionsto media
% offline sales identified online
insight to activationhow does match rate drive measureable value?
20
speed comprehensiveness actionability
greater visibility to offline impact in a fraction of the time
more representative sample of consumers
tactical testing of media to offline conversions
