Today’s shoppers are changing and evolving — and with that, your omnichannel retail strategy should too. Shopping journeys now go through a variety of branded touchpoints, both digital and physical, and they are nowhere near linear shopping journeys. Retailers need to make sure to be agile and responsive to customer needs with branded touchpoints to ensure a consistent buying experience across channels, both online and offline. Tune into our webinar as our team of experts discuss how we were able to optimize in store coupon redemption, attribute in store revenue to proper digital channels, and properly retarget consumers for a cohesive customer experience for our client’s success.

1. How to Leverage Traditional Media for a
Successful Omnichannel Strategy
COMBINING ONLINE & OFFLINE EFFORTS FOR A COHESIVE
CUSTOMER EXPERIENCE

2. 2
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
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Today’s Logistics
Persephanie Arellano
Webinar Coordinator

3. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

4. Today’s Speaker
Courtney Bittelari
Sr. Digital Analyst

5. 5
1. Traditional Media
2. Solutions to Bringing Traditional & Digital Results Together
3. Refining the Relationship Between Traditional & Digital
Media
4. Q&A
5. Upcoming Events & Webinars Calendar
Agenda

6. How much do you know about the success
of your traditional media as it related to your
digital strategy?
Poll Question
● A lot! Everything is automated so I have all the information I need at my fingertips
● A little bit, we piece data together when we can, but I’d like to know more and at a
more regular cadence
● None! It's so hard to gather results so we use our best guess to assess the
relationship and inform strategy

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Traditional Media: What is it and what are the
barriers to integration with digital?

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What are some examples of traditional media?
● TV Spots
● Radio
● Direct Mail & Print
● In store coupon redemptions
● Store visits
● Out of Home advertising
Why do we still use traditional media in the age of digital?
● Traditional tactics can influence both instore and online
revenue
What challenges exist today?
● Blurred lines
● Siloed data
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What is ‘traditional media?’
Traditional Media & Industry Challenges

9. 9
Traditional Media & Industry Challenges
Traditional Media Stats as they relate to digital media
82%
of smartphone shoppers conduct ‘near
me’ searches.
28%
of searches for something nearby result
in a purchase.
78%
of location-based mobile searches result
in an offline purchase.
50%
of Internet users look for videos related
to a product or service before visiting a
store.
90%
of people don’t have a strong
impression of a brand
72%
of consumers who did a local search,
visited a store within 5 miles

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Is traditional media dead?
● NO! Things work in parallel
The line is blurry between traditional and digital,
the path is not linear
● Gleaning insights and results of traditional
campaigns
● Difficult to measure success of traditional media, how
do we know what happened?
○ Struggle to find answers as traditional
media data may not be readily available
Results end up in silos
● Manual labor to discover insights. The 80/20 rule.
● Data strategy
Traditional Media & Industry Challenges
Known barriers
What are the known barriers to using traditional media as they relate to digital strategy?

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Traditional Media & Industry Challenges
Known barriers
What are the known barriers to using traditional media as they relate to digital strategy?
Awareness Consideration
Purchase
Upsell/Cross-sell Loyalty
Purchase
Anonymous
Site Visit
Intent
Call Center
Engagement
Email
Offer
Social
Engagement
Prospect
Digital Ad
(Prospecting)
Mobile Ad
(Prospecting)
Social
Engagement
Personalized
Site Visit
Mobile Ad
(Retargeting)Addressable TV
(Prospecting)
Digital Video
(Retargeting)

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Is traditional media dead?
● NO! Things work in parallel
The line is blurry between traditional and digital,
the path is not linear
● Gleaning insights and results of traditional
campaigns
● Difficult to measure success of traditional media, how
do we know what happened?
○ Struggle to find answers as traditional
media data may not be readily available
Results end up in silos
● Manual labor to discover insights.
● The 80/20 rule.
Traditional Media & Industry Challenges
Known barriers
What are the known barriers to using traditional media as they relate to digital strategy?

13. 13
What are some solutions to bringing traditional
results and digital results together?

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Solution example:
Prior to working with Tinuiti a retail client may only be
able to analyze their online vs offline channel data in
silos.
● What can we do to overcome this challenge?
● Step 1: Gather data and automate if possible
○ What steps can we take?
Solutions
Solutions and Challenges to blending results
How do we ensure that our traditional and digital efforts don’t wind up siloed?

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Solution example (cont’d):
Step 2: Report! What do you want to know?
● Assess the requirements and questions you
are trying to answer
● Build out to show results
Solutions
Solutions and Challenges to blending results
How do we ensure that our traditional and digital efforts don’t wind up siloed?

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Use Case
If we promote digital campaigns to drive in store purchases or store visits in
general, how do we know we were successful?
● Automation is key here
● What execution steps can be taken in order to determine results?
● The type of dashboards we create allow our teams to visualize and
automatically identify trends over time as new data comes in.
○ Shift spend to drive results
● What are the benefits to taking the time to put the results together?
○ More bandwidth for channel teams to spend time optimizing
towards success
Solutions
Solutions and Challenges to blending results
How do we ensure that our traditional and digital efforts don’t wind up siloed?

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Category High-Level Tasks
Start
Week
Duration
Weeks
1-2
Weeks
3-4
Weeks
5-6
Weeks
7-8
Weeks
9-12
Week
13
Week
14+
Data
Integration
Inventory data sources and integration options
Requirements gathering for omni-channel reporting and attribution
model
Build, configure and validate data collection
Collect historical data and automate for future pulls
Review interim attribution model requirements
1 6 Weeks
Data
Onboarding
Configure data push to Liveramp for on-boarding, identity resolution and
measurement
Configure data ingestion from Liveramp into Tinuiti data stack
Configure features to define attribution weights
3 4 Weeks
Data
Management
Configure data lake and data warehouse environment for data storage
Configure ETL processes for easy data retrieval
Configure access controls for security
Exploratory data analysis to assess data and summarize all attributes to
gain an overall understanding of factors within the data set
3 6 Weeks
Data Access
Build and validate Tableau based omni-channel reporting
Test and confirm interim rules based attribution models
5 8 Weeks
Product
Development
End to end validation
Deploy to Production and Go-Live
13 1 Week
Phase 2 New scientific attribution models developed, tested, QA'd, deployed, etc. 14+ TBD
A sample analytics timeline to gather results
Solutions

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A few more examples of a fluid traditional and digital
strategy relationship
1. A TV spot to promote brand awareness
○ What would we do in order to measure this?
■ Brand traffic might increase due to a
TV ad
2. A Direct Mail campaign with promo codes
○ What would we do in order to measure this?
■ Add a specific landing page with
keywords as they relate to a brand
search campaign
Solutions
Solutions and Challenges to blending results
How do we ensure that our traditional and digital efforts don’t wind up siloed?

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How do we continue to search for new ways to
refine the relationship between traditional media
and digital media?

20. DESTINATIONSDATA ONBOARDING AND ACTIVATIONALL DATA SOURCES
Paid Search, Paid Social
Wholesale Partner Data*
CLTV Data
Internal CRM Data
Shopping & Feed
SEO, Affiliate, Display
2nd Party Data, 3rd Party Data
Internal Profitability Data
Amazon & Marketplaces
Innovating Solutions
Customer Identities and Audiences
20
DATA ONBOARDING &
AMPLIFICATION
IDENTITY RESOLUTION
DATA SECURITY
RESOLUTION &
ACTIVATION
DATA
MANAGEMENT
MEASUREMENT
ATTRIBUTION
MEDIA
PLATFORMS
SEARCH
VIDEO
MOBILE
*sample - can ingest nearly all partner data

21. Key Takeaways
Traditional media can influence digital success
Barriers and challenges don’t have to limit insights
Use unified results to optimize

22. Schedule Your 1:1
Strategy Evaluation

23. Live Q&A
Courtney Bittelari
Sr. Digital Analyst

24. Upcoming Events & Webinars

25. Growing your D2C Approach,
Scaling Amazon & Beyond
September 19, 2019
The InterContinental
Downtown, San Diego
Tinuiti.com/addiego

26. Upcoming Webinars
Aug 11 12 13 14
Make The Most From Offline
Marketing: Leveraging
Traditional Media in Digital
Strategy
15 16 17
18 19 20
Inside Look: How Top Brands
Are Driving Revenue from
Instagram
21 22 21 24
25 26 27
Email Marketing Cyber Week
Prep: Strategies for a
Successful Black Friday &
Cyber Monday
28 29 30 31
Sep 1 2 3 4
Stay Tuned!
5 6 7
https://tinuiti.com/content/

27. THANK YOU!