1.
Getting Started with Online-to-Offline
Brandon Wishnow
EVP, Measurement & Activation
Lindsay Chastain
Head of Customer Advocacy

2.
2
VIDEO & TV
DATA MANAGEMENT
ATTRIBUTION
WEBSITE OPTIMIZATION
SEARCHMOBILE
MEDIA PLATFORMS
PURCHASE
DATA
CRM
DATA
3rd PARTY
DATA
LiveRamp
Connect LINKED
DATA FILE
ATTRIBUTION ANALYTICS TEAM
LiveRamp Overview
DATA ONBOARDING
MATCH RATES
35-55%
RECORDS ONBOARDED
PER MONTH
20B+
PARTNER
INTEGRATIONS
200+

3.
3
When Data is Portable… More Is Possible
MEASUREMENT
Closed-Loop Measurement
Cross-Channel Attribution
Site Analytics
Audience Modeling
1:1 MARKETING
Website Optimization
Dynamic Creative
TARGETING
CRM Retargeting
Ad Suppression
Look-Alike Modeling
Cross-Channel Marketing

4.
employees: 60+
headquarters: Minneapolis, MN
a measurement & activation agency
we wrangle the octopus
tentacles of data are growing and becoming increasingly intertwined. we can untangle your data and show
you how the insights it provides can be turned into action that moves your business forward.

5.
optimizing enterprise value of your
digital marketing budgets by activating
enterprise measurement capabilities
today’s topic
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6.
definitions
optimizing enterprise value of your digital marketing budgets by
activating enterprise measurement capabilities
optimizing = act of continuously making better
enterprise value = online + offline + acquisition/lifetime value
digital marketing = many channels working in concert across devices
activating = analyzing + making new decisions (the doing)
enterprise measurement = the easy stuff!
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7.
simplifying the challenge
why O2O is important and how to prioritize it among other strategic initiatives
who within your organization needs to be involved and how to structure your team
what technology is required to build O2O measurement and targeting capabilities
how to make digital marketing decisions based on enterprise metrics
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what will you learn today

8.
optimizing enterprise value of your digital marketing budgets by activating
enterprise measurement capabilities
advanced measurement capabilities
online-
to-offline
multi-touch
attribution
& cross-device
full
media mix
customer
lifecycle
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9.
online-to-offline (O2O)
online-
to-offline
multi-touch
attribution
& cross-
device
full
media mix
customer
lifecycle
definition:
the process by which one connects customer
behavior across online and offline touch
points to inform decisions that consider the
omni-channel impact
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10.
O2O: we are passionate about it
our team has been working on O2O solutions for over a decade
20+ related engagements over the past three years
our work spans retail, healthcare, education, CPG, and hospitality
experts in enabling technologies
if approached practically, O2O can unlock incremental ROI
unmatched by any other marketing initiative underway today
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11.
O2O: why is it important?
internet advertising will outpace TV in 2019
* PWC Global Entertainment and Media Outlook 11
2019
2015

12.
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
Digital Impact on In-Store Shopping: Research Debunks Common Myths. Think With Google
1
1
2
2 Deloitte Digital study
3
WPP agency Millward Brown Digital3
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O2O: why is it important?
we‘re not talking about a small amount of potential impact

13.
retail example – customers who interacted online and in-store had a higher value
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37%
37% of in-store sales are
influenced by online browsing
online browsers
spend more in-store
categories responded differently
to browsing behavior
customers who researched vacuums
online purchased at a rate of 24 times
their in-store-only counterparts
households that browsed online
increased spend by an average of 28%
O2O: why is it important?

14.
unsure of how to prioritize O2O against other initiatives
unsure of how to optimize marketing mix across digital channels
unsure of what new processes, technologies, and people are needed
organizational change of any kind is really, really hard
so what do you do?
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why aren’t marketers acting on these trends?
what is the problem?

15.
clients five years ago… clients today…
technology has evolved to help marketer’s integrate O2O
but many still struggle to use all this new information to drive business value
the good news
O2O just isn’t
possible…
what technologies
do I need?
how can I add
value with this
new data?
15
O2O is possible…
but how?

16.
from data to activation
CRM
promo
data processtechnology
multi-touch
attribution
DMP
reporting
education
Ovative/group
change management
targeting
analytics
POS
browser
publishing
partners
connecting these previously desperate datasets to drive measurement & activation
activation 1
activation 4
activation 2
activation 3
activation N
activations
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integrated
dataset(s)
data
on-boarder

17.
the journey
in the next 20-ish minutes, we will take you through the journey of activating
online to offline measurement
create the plan build the solution activate the insights
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18.
create the plan
create the plan build the solution activate the insights
1 define the business objectives
18

19.
create the plan
create the plan build the solution activate the insights
1 define the business objectives
2 identify data and technology gaps
19

20.
create the plan
create the plan build the solution activate the insights
1 define the business objectives
2 identify data and technology gaps
3 prove the business case
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
-3 weeks
pre browse
-2 weeks
pre browse
-1 week
pre browse
Browse week + 1 week
post browse
+ 2 weeks
post browse
Pre browse
baseline
In-store sales driven
$1,186,745
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21.
create the plan
create the plan build the solution activate the insights
1 define the business objectives
2 identify data and technology gaps
3 prove the business case
4 develop roadmap and action plan
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22.
create the plan
create the plan build the solution activate the insights
keys to success
 remember data collection always takes FOREVER!
 take knowledgeable partners along on the journey
 work on your short and end game
 make sure you have a team aligned to support the change
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23.
build the solution
create the plan build the solution activate the insights
1 produce technical documentation
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24.
build the solution
create the plan build the solution activate the insights
1 produce technical documentation
2 build the data & technical foundation
24
CRM
promo
data technology
multi-touch
attribution
DMP
POS
browser
publishing
partners
integrated
dataset(s)
data
on-boarder

25.
build the solution
create the plan build the solution activate the insights
1 produce technical documentation
2 build the data & technical foundation
3 design and produce iteration 1 of reporting
25

26.
build the solution
create the plan build the solution activate the insights
1 produce technical documentation
2 build the data & technical foundation
3 design and produce iteration 1 of reporting
4 roadshow results
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27.
build the solution
keys to success
create the plan build the solution activate the insights
 align internally, align again, and then keep aligning
 align externally with proven technology partners
 dedicate resources to making the change
 never stop educating
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28.
activate the insights: case study #1
use digital marketing to drive incremental store sales
ask: will spending additional dollars on digital channels in key categories have a positive incremental
impact on in-store sales?
marketing channels: paid search non-brand
create the plan build the solution activate the insights
Non-brand

29.
activate the insights: case study #1
use digital marketing to drive incremental store sales
insight: visits to certain categories online appear to drive more in-store sales and new customers
what does user demand look like by category
and by keyword?
how have these categories performed for driving
customers in-store?
create the plan build the solution activate the insights
Coffee Makers
Search term
Rugs
Search term

30.
activate the insights: case study #1
paid search
results: including in-store spend in measurement of digital efficiency demonstrates significant,
currently unmeasured value
geo-based experiment
incremental
in-store $
contribution to
total in-store
sales
incremental
in-store $/
click
a-to-s
online
only
a-to-s
store +
online
category
1
$1,050K 0.50% $15.00 200% 5%
category
2
$600K 0.75% $10.00 95% 5%
category
3
$600K 0.25% $20.00 250% 10%
create the plan build the solution activate the insights

31.
activate the insights: case study #2
targeting of offline customers to offset direct mail expense
ask: can I reduce reliance on direct mail by targeting mail file customers via display?
marketing channels: display, direct mail
create the plan build the solution activate the insights
DISPLAY

32.
activate the insights: case study #2
targeting of offline customers to offset direct mail expense
insight: new attribution showed display impressions as undervalued and highly efficient
fractional vs. last click channel impact
create the plan build the solution activate the insights

33.
activate the insights: case study #2
targeting of offline customers to offset direct mail expense
50%
50%
campaign time
enterprise
category-sales
CRM – 1st party data
combination of
traditional/digital targeting
measurement of incremental lift
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results: for us to know and…
create the plan build the solution activate the insights

34.
activate the insights
keys to success
create the plan build the solution activate the insights
 KPI tradeoffs will be necessary
 get wins early
 position O2O as complimentary to existing tools, not a replacement
 put a structured approach in place for testing
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35.
closing remarks
online to offline can have a significant impact
on your company
it’s an ongoing journey – a vision, a plan and
persistence make it doable
activating new measurements is critical to
delivering value
where are you on the journey?
Go to http://www.ovative.com/O2O to
download our whitepaper 35
info@ovative.com

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More Information
Go to http://www.ovative.com/O2O to
download our whitepaper
info@ovative.cominfo@liveramp.com
Go to http://bit.ly/LiveRampRant to
download our Data Fragmentation Rant