Benjamin Thompson - Head of Digital Transformation, Endeavour Drinks Group falou sobre Estratégias de atribuição de mídia ON para OFF com visão única do cliente gerando mais vendas durante o Fórum E-Commerce Brasil 2019.

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ONLINE TO OFFLINE
SINGLE CUSTOMER VIEW

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WOOLWORTHS AUSTRALIA & ENDEAVOUR DRINKS
Brick & Mortar stores with online presence Online only stores
Revenue
$5.9bn
Revenue
$2.9bn
Revenue
$2.8bn
• Australian Food 37,379
• New Zealand Food
5,898
• Endeavour Drinks
8,271
• BIG W 3,566
• Hotels 1,612
Our customers
29m
served on average per week
Transactions
1.5m
Revenue
$4.2bn

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Convenience Discovery
Specialty Fine Wine DistributionDirect Customer Connection
Endeavour amongst
the largest liquor
retailers in the world
13.9 million
customers
1,550+ stores 15,200+ team
members
$18 billion sales Leading market
share
Differentiated &
complementary
businesses
Iconic brands
- Dan’s in retail top 3
NPS (+49pts)
$
Owned & Exclusive Brands, Manufacturing

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- Heads up Digital Transformation.
- Responsible for leading the Group in leveraging technology to
achieve business strategies.
- Leads cross-functional teams to transform processes, team
structures and influence cultural changes to future proof the
group against always changing customer expectations caused
by accelerating technological advancements.
- Before Endeavour, helped build & grow an e-commerce start-up
in South East Asia and worked agency side on Digital &
Experiential campaigns for blue chip global clients in the region.
- Based in Sydney Australia, from the UK, studied in France &
Cuba and worked in Spain, Japan, Thailand and Singapore.
- Conversant in 8 languages.
About me

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OUR AMBITION FOR THE FUTURE
To connect everyone with a
drinks experience they’ll love
Preferences, quirks, tastes,
budgets, people and
communities.
Intimate understanding of every
customer. Inclusive of all tastes
and budgets.
Great products + effortless,
personal and inspiring.
Anticipate & recommend,
looking forward to the newest
tastes and trends.

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PRE-WORK TO ACHIEVE OUR VISION
Before we could start
working on the future, we
had to fix somethings
about the present.
We needed some
mindset shifts.
We needed to bring parts
of the business on the
Digital Transformation
Journey.
We chose Media
Attribution as this first
project.
It was high value, high
visual and would help
bring offline and online
worlds together.

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USING ATTRIBUTION TO CHANGE HOW WE LOOK AT ECOMMERCE & DIGITAL
From... To...
Looking at E-commerce and In-
store Sales separately
Separate teams for online vs
offline media or ATL cs BTL
Media Channels measuring and working
in Silos. Inconsistent Measurement
Decisions made by gut or HIPPO
(Highest Paid Person’s Opinion)
Insular and non-curious ways of working,
trying to do or invent everything ourselves
Decisions made using data and business
experience. Data & data-skills democratised
Channels working together and understanding
how they interact, consistent measurement
Look at media channels in terms of audience,
purpose, stage of customer journey
E-commerce as just a choice
in how customers buy
Partnering outside of our industry and country
to achieve customer & business goals

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WHAT ARE THE DRIVERS OF YOUR SALES?
$
TV
Radio
Print/Press
Social
Paid Search
Pricing Promotions
Messaging
Sales Interactions
Store Footprint
Holidays
Seasonality
Macroeconomy
Competitor Ads
Weather
Organic Traffic
Awareness

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WHAT DOES THE MODEL TAKE INTO ACCOUNT?

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TIMELINE OF ADOPTION FOR OFFLINE TO ONLINE MEDIA ATTRIBUTION
March 2018
Sign Contract
September 2018
Integration Finished
October 2018
First New Results
and insights
November 2018
Pitfall 1:
“Results are controversial” +
“I wanted the data perfect”
December 2018
Successful first tests &
wider adoption
January 2019
Pitfall 2:
“We want to just
bank the money”
February 2019
Winder adoption &
recognition
Now
Exploring phase 2:
Granular by Category
and Campaign
6-12 months
Phase 3:
Granular by customer
level attribution

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FIRST RESULTS AND INSIGHTS
“Media is actually only responsible for
10-15% of short term sales”

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FIRST RESULTS AND INSIGHTS
Weather has a huge impact on sales

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FIRST INSIGHTS
We had big opportunity to re-allocate media
There was an opportunity to
get 30% increase in sales from
Media by changing the
channel mix
Press (a business favourite)
could be reduced from $7m to
$700k to get the same result
Radio & SEM work very well
together and have a strong
opportunity to increase
investment
We also had more granular
information about Radio such
as which region is better at
what time of day

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PITFALL 1
“All models are wrong, some models are useful”
Results are against what I believe I want the data perfect
i dont know what to
do here, so this is a
placeholder

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BIG IMPACT WITH A FIRST TEST
25% reduction in
Media Budget
Re-allocation of Media with
help from the Platform
Actual increase in Sales
from Media
$

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PITFALL 2
“We just want to bank the money”

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NEXT STEPS
2
Working on now
- Go more granular to attribute by Drinks
Category (Wine, Beer, Spirits etc).
- Go more granular to be able to
attribute by Campaign not just channel.
6-12 months
- Combine customer level data and be
able to attribute & optimize the
customer communications paths to
purchase at a more individual level.
Phase
3Phase

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PART 2

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OUR AMBITION FOR THE FUTURE
To connect everyone with a
drinks experience they’ll love
Preferences, quirks, tastes,
budgets, people and
communities.
Intimate understanding of every
customer. Inclusive of all tastes
and budgets.
Great products + effortless,
personal and inspiring.
Anticipate & recommend,
looking forward to the newest
tastes and trends.

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WHY WAS THIS SO IMPORTANT TO US?
• Biggest opportunity would be to harness our data.
• We had so much customer data all over the place.
• 5 Retailers. 82% of Australian Drinkers shop with us once
per year. We are in a Share of Wallet Play.
• Single View of the Customer/Customer 360 would be a
foundational project that could power many other things.

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HOW DO WE CONSISTENTLY CREATE FRICTIONLESS
EXPERIENCES FOR OUR CUSTOMERS ACROSS TOUCHPOINTS?
Expectations to know
me deeply
Increasingly complex
customer journeys
Increasing data
volumes

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WHAT IS CUSTOMER 360 FOR ENDEAVOUR?
Contact
info
Purchase
history
Experience
measures
Behaviours
Propensities
Likes &
dislikes
Attitudes &
interests
Customer
service
contacts
Knowing the
customer better
than they know
themselves

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WHAT IS CUSTOMER IDENTITY?

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CURRENT DATA SILOS GIVES US INACCURATE OR INCOMPLETE
VIEW OF CUSTOMERS IN DIFFERENT CHANNELS

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THE CAPABILITY WILL ALSO COMPLETELY CHANGE HOW WE LOOK AT SEGMENTATION
To...
Meaningful actionable clusters such as:
“High value customer with high likelihood
to churn”
Or
“Beer drinker with high possibility to
premiumize into more expensive brand”
Or
“Name brand drinker whose favourite
product has an “own-brad’ equivalent
that we could try to sell”
From...
Broad segmentation like ‘budget
mainstream premium’
Or
“broad life-stage segmenting” like
“new family”

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COMPLETELY CHANGING HOW WE LOOK AT SEGMENTATION

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OUR SINGLE CUSTOMER VIEW WILL BE USED TO FEED ALL OF
OUR INNOVATION PRIORITIES THAT ARE KEY TO OUR VISION
Amperity Customer 360
Personalised
Customer Service
In-store
personalisation
Analytic Platforms
Personalised
Product
Recommendations
Personalised
Web Search
experience
Chat bots
In-store device for
associates
Future Product
Recommendations
Digital Marketing
Platforms

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ALL CUSTOMER TOUCHPOINTS WILL BE AN
OPPORTUNITY TO ENGAGE & PERSONALIZE
I can now send you some offers on
Irish Whiskies as I know that you
were browsing those products on
the website
I can now show you more content
because I know that you like to buy
craft beer weekly at BWS as well as
sparkling wine from Dan Murphy’s
I can now help you find a great deal
as I know your favourite Red Wine is
on special this week
I can now help you discover a
different beer because I know from
your 2* review the last beer you
tried was too bitter

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INCREASING ENGAGEMENT AND SALES AT EACH TOUCHPOINT
Conversion will increase in
Facebook advertising due to
improved customer feeds.
Direct mail costs would
decrease due to more
accurate address details.
Re-targeting costs in Digital
Marketing would decrease
30% by better supressing
customers who have bought
from one of the other brands.
Email’s will be more
personalised which will drive
higher open rates, click
throughs and conversion rates
(estimated 200% better
conversion).
In-store there will be more
chance to up-sell and give
better service if we can send
accurate customer
information to in-store devices
that the associates use.