This presentation shows the impact of search on offline. Presented by Marco Guida from Mediabrands Analytics on the Reprise Media Think Search workshop in Brussels on February 17, 2011.

1. Impact of Search on Offline Marco Guida

2. Our goal “...understanding how the offline and online world affect each other...”

4. How to quantify the impact of Search on Offline

6. Operating in 50 countries, with 6 service hubs connecting the world

7. Conducted many projects for many sectors and clients around the world: Auto, FMCG, Finance, Retail, Telecoms...

8. Work with tools specially designed for this analysis:

9. MegaStar

11. We use market response modeling to quantify key success drivers and inform ongoing activity to increase ROI Quantifying the ability of the marketing mix to increase biz performance Establishing the different impact of weighting and flighting strategies on business performance Applying these learnings to deliver the business plan

12. We can transfer our learning into our media planning tool Matrix for Business Outcome

13. How to quantify the impact of Search on Offline

14. Using Search data to understand the path to purchase Offline Search Using analytics we can understand the inter-relationship between the offline and online world, allowing us to better quantify the impact of marketing on our clients business performance

15. Attribution Model: Fashion Retailer Example Offline world Online world Legend + Driver Online Search Business Outcome - Driver Traditional Media Store Refurbishment SEM (Paid Search) Online Display Holidays Email Web Traffic Offline Sales Fashion Trends Online Sales CompetitiveMedia Sporting Events Rainfall Price, Base Sales & Seasonality

16. Attribution Model: FMCG Example Offline world Online world Online Search Traditional Media Promotional Activity Price, Base sales and Seasonality SEM (Paid Search) Holidays Web Traffic Offline Sales Sporting Events Online Display Email Distribution CompetitiveMedia Weather

17. The Benefits Understanding the true effect of Search (and other media too!) Understanding the synergies that exist between offline and online media Better business planning to achieve KPI objectives!

18. Clients’ case studies

19. Travel Case Study Uplift in Search generated by Offline Comms 20% Uplift in Sales generated by Search 10% Search ROI vs Offline CommsROI 10 vs 4 Change in Planning: Go back on air with TV 4% uplift in sales

20. Auto Case Study Uplift in Search generated by Offline Comms; 40% Uplift in Sales generated by Search 50% Search ROI vs Offline CommsROI 5 vs 2 Change in Planning: Keep TV budget stable 12% uplift in ROI

21. Consumer Electronics Case Study Uplift in Search generated by Offline Comms 30% Uplift in Sales generated by Search 20% Search ROI vs Offline CommsROI 20 vs 7 Change in Planning: More Digital/Paid Search 20% uplift in ROI

22. THANK YOU