Erin Madorsky SVP Sales April 26, 2017

Transcription

1 SOLVING THE DILEMMA Erin Madorsky SVP Sales April 26,

2 CMO s Face Many Challenges Source: Salesforce and LinkedIn, How Senior-Level Marketers Are Redefining Success and Integrating the Customer Journey,

3 Women in Retail Leadership s Many Challenges New Customer acquisition Creating personalized omnichannel experiences to meet customers needs Quantifying marketing s return on investment Building deep and authentic customer relationships Evolving the retail experience in response to ecommerce flight Source: Salesforce and LinkedIn, How Senior-Level Marketers Are Redefining Success and Integrating the Customer Journey,

4 Women In Retail Leadership s Many Challenges Better data sources for identifying customers outside the walled gardens Methods for linking in-store and online experiences Ability to readily leverage CRM across all digital devices Advanced attribution methods that address evolving omnichannel customer purchase journey 4

5 Customers Say Cross-Channel Matters 82% of consumers who switch brands say companies could have retained them with more seamless cross-channel experiences Source: Accenture Global Consumer Pulse Survey,

6 Different Devices. Different Metrics. Different Worlds. TV (Nielsen) YOUR PRINT CONSUMER (MRI) DIGITAL (Cookies) 6

7 Proxies, Panels and Cookies COOKIES PROXIES PANELS DEVICE ID DEVICE ID 7

8 People-Based Links Device to Consumers 32 years old Female Chicago, IL iphone 6s ipad Mini Lenovo Laptop Panasonic 50 TV 8

9 The Power of Direct Consumer Relationships 9

10 Meet Kate Anderson Kate Anderson Demographics: Devices: What She Reads: Female 32 years old Married 2 Children Chicago, IL, iphone 6S Samsung Tablet Lenovo Laptop Panasonic 55 TV People Health What She Watches: Where She Shops: What She Buys: Game of Thrones HGTV Whole Foods Macy s Tropicana OJ Advil What She Drives: Honda Pilot 10

11 Consumers Path to Purchase Kate was exposed to Brand ad Kate sees a performance ad on her tablet At home, she is served an ad with 20% off coupon 11

12 Only a Few True People-Based Players 12

13 Only a Few True People-Based Players 13

14 People Based Advantage for Retailers REACH TARGET AUDIENCES DELIVER CAMPAIGNS MEASURE ACTUAL RETAIL SALES Using data driven strategies by leveraging your CRM or Viant s deterministic data integrations Across consumer s devices in quality environments on the independent web with Viant s people-based DSP Online and in-store that occurred due to your digital campaign exposure 14

15 Find your customers. Find new customers CLIENT CUSTOMER DATA 250M US Registered Users 10B Monthly Data Points DEVICES Macbook Air iphone 6 Sony Smart TV DEMOGRAPHICS $70,000 HH Income Single 34 Years Old, Male, White OFFLINE INTERESTS & TRANSACTIONS Best Buy Shopper NFL Game Frequency Viewer 2011 Ford F150 Owner stadium on Saturday at 7pm ONLINE INTERESTS & TRANSACTIONS Hugo Boss Online Shopper Season tickets for San Diego Chargers ONLINE BEHAVIORS Financial & Sports articles daily Likes Best Buy Facebook page MOBILE APP USAGE ESPN Fantasy Football Fitbit 15

16 Plan: With the Deepest Insights 16

17 People-Based Lookalike Modeling Process Identify Target Leverage IMP Highest ranking model is used to create the lookalike audience Models are ranked based on accuracy through crossvalidation Dozens of machinelearning algorithms create multiple models to compare Identity profiles are grouped with each of these models 17

18 Link Purchase Information Back to Consumers 18

19 Measure: Cross Device

20 Measure: TV Impact ACR TV HOUSEHOLD IP 20

21 Measure: Print Ad Exposure SUBSCRIBER ADDRESS 21

22 Measure: Sales Impact CREDIT CARD DATA 22

23 Kohl s Holiday Case Study Result: Proving Return on Ad Spend Using Digital E-commerce with CRM & Viant s People-Based Advertising KOHL S CRM, OFFLINE AND ONLINE BUYERS + VIAN T S PEOPLE-BASED TARGETING 164MM+ unique users reached ONLINE ENGAGEMENT +90% Unique Clicks DROVE E-COMMERCE +150% ROI 5.0X ROI vs. Viant benchmark of 2.0X 23

24 Insights for Personalized Consumer Strategies Source: Viant, Identity Management Platform,

25 Plan: With the Deepest Insights TV: Light TV Viewer, Today Show and Entertainment Tonight FINANCE: $95,000 Average Household Income SOCIAL: Follows Eva Longoria DINER: Frequent Diner CPG: Poland Spring Water, Household supplies AUTO: BMW X3 25

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