2. Case Study: Driving Omnichannel Conversions
% of Retail Sales Influenced
% of Unique Impressions
40%
36%
35%
30%
23%
25%
22%
20%
20%
16%
16%
11%
15%
16%
12%
10%
6%
3%
3%
5%
Media C
Media D
4%
4%
0%
Media A
Media B
Media D was 16% of the media
plan, but only drove 4% of retail
sales (OPPORTUNITY!)
Media E
Media F
Media G
Media H influenced the 2nd
most retail sales (16%), but
was only 4% of the media
plan (OPPORTUNITY!)
Media H
Media I
Media I influenced the most
sales, and had the 2nd highest
number of impressions
(GOOD!)
2
3. Audience Scoring for Online Media Optimization
Targeting Accuracy
% of Media Plan
25.0%
22%
21%
19%
20.0%
17.1%
16%
15.0%
12.6%
11.3%
10.9%
10.7%
12.2%
11%
Media F
Media G
11.8%
10.3%
10.0%
5%
5.0%
3%
3%
Media B
Media C
0.0%
Media A
Media D
Media E
Media H
3
The new forms of expression and interconnectivity have created a paradox for today’s marketersOn one hand, there are more ways to connect with consumers than ever before in more targeted channels, in real-time and with more relevant content… On the other hand, the explosion of digital channels has created unprecedented complexity. And the virtual and physical worlds are continually converging in conjunction with technological advances. While converging, these channels are still managed by brands in Silos. As such making informed decisions on how to allocate marketing budgets across these channels continuous challenge- Especially in a world where budgets are decreasing and where channels continue to proliferate CMO’s and marketing leaders need a partner that can look at the consumer journey holistically across ALL channels, and help optimize allocation of spend across these channels in order to maximize return on marketing investment.