euclid's guide to smarter marketing
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© 2014 Euclid – Proprietary and Confidential
EUCLID’S GUIDE TO SMARTER MARKETING
PART I
An intro to measuring the offline impact of marketing with location analytics
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© 2014 Euclid – Proprietary and Confidential
Half the money I spend on advertising is wasted; the trouble is I don’t know which half.
John Wanamaker, a famous retailer and pioneer in marketing, once said:
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© 2014 Euclid – Proprietary and Confidential
THIS ALL CHANGED WITH
ECOMMERCEECOMMERCE
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© 2014 Euclid – Proprietary and Confidential
TODAY E-TAILERS MEASURE THE FULL PATH TO PURCHASE
Click Through
RatePurchase
Visit Engagement
Repeat Visits
Unique Visitors
Quantifiable ROI every step in the shopper funnel!
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© 2014 Euclid – Proprietary and Confidential
Half the money I spend on advertising is wasted; I now know which half!
Creating smarter promotions and targeted offers…
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© 2014 Euclid – Proprietary and Confidential
YET FOR PHYSICAL STORES THERE IS A BIG DATA GAP
Traffic(Door
Counting)Purchase
What leads up to the purchase decision?
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© 2014 Euclid – Proprietary and Confidential
What if a promotion brought in more customers but sales dropped?
Or if an offer brought in a number of new customers boosting sales immediately but dropping sales after?
How effectively are stores converting shoppers to loyal customers and
growing lifetime value?
???
WITH MANY UNANSWERED QUESTIONS
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© 2014 Euclid – Proprietary and Confidential
THIS IS WHERE EUCLID COMES IN WITH LOCATION ANALYTICS
Visitors Purchase
Fills the offline-online gap
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© 2014 Euclid – Proprietary and Confidential
COMPLETES THE PATH TO PURCHASE
Visitors PurchaseVisit Duration
Repeat Visits
StorefrontConversion
Quantifiable ROI every step in the shopper funnel!
© 2014 Euclid – Proprietary and Confidential
LEVERAGING THE UBIQUITY OF WI-FI NETWORKS
Shopper carrying smartphone walks
by or into store
AP/sensor detects smartphone MAC
addresses
Euclid converts billions of data points to visitor
metrics
Immediate access to understanding path to purchase
© 2014 Euclid – Proprietary and Confidential
provides
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ONLINE ANALYTICS
OFFLINE WORLDfor the
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© 2014 Euclid – Proprietary and Confidential
THAT HELP MARKETERS
MEASUREOFFLINE ROIMEASUREOFFLINE ROI
and create smarter promotions
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© 2014 Euclid – Proprietary and Confidential
WITH MANY DIFFERENT APPLICATIONS
Marketing Campaign Evaluation
Customer Value Segmentation
Customer Loyalty
Calendar Planning
PART IITO COME
PART IIITO COME
PART IVTO COME
TODAY’S FOCUS
© 2014 Euclid – Proprietary and Confidential
WHAT CAN EUCLID EVALUATE WITH EACH
MARKETING CAMPAIGN?
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© 2014 Euclid – Proprietary and Confidential
CAMPAIGN EVALUATIONStarts with a chainwide view of y-o-y and pre/post performance that goes beyond sales and traffic
Understand where campaigns performed poorly or well in converting visitors to shoppers to customers
Campaign Storefront Conversion
Traffic Engaged Shoppers
Sales Performance Assessment
Friends & Family ★★★
Postcard mailer ★★★★★
Catalog (15% off) − ★★
Black Friday ★
Identify drop-off before purchase and troubleshoot less successful spend
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© 2014 Euclid – Proprietary and Confidential
NEW VS. REPEATAre you targeting new or existing customers with promotions?
New Shoppers
Repeat Customers
Euclid identifies if you’re reaching your target
Tying it to how it drives or limits sales
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© 2014 Euclid – Proprietary and Confidential
RETENTIONEuclid also measures retention and if new shoppers are converting into loyal customers
Quantify uplift from new shoppers and sales impact during the
marketing campaign
Measure when shoppers return, identifying 1-time
promo shoppers vs. retained loyal customers
NEW SHOPPER
RETENTION
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© 2014 Euclid – Proprietary and Confidential
EUCLID MAXIMIZES YOUR RETURN ON ANALYTICS
AND HERE’S AN EXAMPLE OF EUCLID IN ACTION
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© 2014 Euclid – Proprietary and Confidential
A CLIENT WAS EXHIBITING A CONCERNING DROP IN Y-O-Y SALES
MARKETING USED NEW VS. REPEAT DATA TO JUSTIFY A CAMPAIGN FOR
NEW CUSTOMER ACQUISION
EUCLID IDENTIFIED THE “WHY”?
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© 2014 Euclid – Proprietary and Confidential
EUCLID SHOWED THE DIRECT IMPACT IN ACQUIRING NEW CUSTOMERS
+ 10% Y-o-Y
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© 2014 Euclid – Proprietary and Confidential
And provided a view of RETENTION43% of new shoppers brought in returned in the next 3 months
Generating additional $$
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© 2014 Euclid – Proprietary and Confidential
Quantifying Direct Campaign ROI
Leading to Smart Action: Refine and Expand the Scope of the Promotion
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© 2014 Euclid – Proprietary and Confidential
LEARN ABOUT HOW WE HELPED A NATIONAL RETAILER
INCREASE MARKETING ROI AND SAME-STORE SALES
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© 2014 Euclid – Proprietary and Confidential
A NATIONAL CASUAL APPAREL RETAILER
Installed Euclid in stores after concerns about same-store sales trending flat-to-down
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© 2014 Euclid – Proprietary and Confidential
THE RETAILER HAD TRADITIONALLY USED CATALOG DROPS AS THEIR MAIN TACTIC FOR
BRINGING CUSTOMERS BACK TO STORES
Despite high production and distribution costs, catalogs had been a cornerstone of their marketing strategy since the founding of the company
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© 2014 Euclid – Proprietary and Confidential
OCCASIONALLY, THE RETAILER ALSO MAILED POSTCARDSto their customer list about new merchandise, sales, or special offers. This
served as a comparison benchmark for catalog effectiveness.
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© 2014 Euclid – Proprietary and Confidential
BY MATCHING EUCLID DATA -- INCLUDING NEW AND REPEAT VISITORS, VISIT DURATION, AND
STOREFRONT CONVERSION
-- to the retailer’s mail dates for catalogs and postcards, we showed that in a 6 month period, many postcard campaigns generated more
impact to same-store sales versus the more expensive catalogs.
This was especially reflected in higher storefront conversion of repeat shoppers
indicating more response from loyal customers to simple postcard promotions.
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© 2014 Euclid – Proprietary and Confidential
THE POSTCARDS WERE DRIVING NOT ONLY REPEAT CUSTOMERS, BUT ALSO LONGER VISITS
In fact, certain catalogs did not drive loyal customers back to stores, and actually led to a slight decrease in repeat shopper store visits
When the retailer added online sales into the analysis, it was clear that catalogs drove e-commerce sales, not in-store visits and spending
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© 2014 Euclid – Proprietary and Confidential
FROM THESE FINDINGS, THE RETAILER BETTER UNDERSTANDS THE RELATIONSHIP BETWEEN SAME-STORE AND TOTAL SALES IN ALL THREE CHANNELS
With Euclid’s added intelligence, the client can now:
Understand how promotions drive new vs. repeat traffic
Quantify targeted promotional response across channels
Measure shopper retention and loyalty
Create a more informed view on marketing ROI
PHYSICAL STORES DIRECT MAIL E-COMMERCE
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© 2014 Euclid – Proprietary and Confidential
IT’S EASY TO
GETSTARTEDGETSTARTEDWITH
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© 2014 Euclid – Proprietary and Confidential
START WITH EUCLID EXPRESS AND GET
FREE ANALYTICS FOR ALL YOUR LOCATIONS
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© 2014 Euclid – Proprietary and Confidential
I’M INTERESTED,WHAT ARE MY NEXT STEPS?
1 2 3 4
Sign up for Euclid Express at our website
View your Euclid
dashboard
Get instant access to the Knowledge
Base
Activate through our
Wi-Fi partners
euclidanalytics.com
TO START CREATING SMARTER CAMPAIGNS AND IMPROVE MARKETING ROI
© 2013 Euclid – Proprietary and Confidential
Stay tuned… more to come
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