brick & mortar's secret weapon: search data by andrew ruegger
TRANSCRIPT
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#SMX #13C2 @aruegger
Andrew Ruegger - Head of Data Science - GroupM - Catalyst
Brick & Mortar’s Secret Weapon: Search Data
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#SMX #13C2 @aruegger
Andrew Ruegger - Head of Data Science - GroupM - Catalyst
Brick & Mortar’s Secret Weapon: Search Data
![Page 3: Brick & Mortar's Secret Weapon: Search Data By Andrew Ruegger](https://reader031.vdocuments.us/reader031/viewer/2022022410/58e4a9871a28abbb038b50f1/html5/thumbnails/3.jpg)
#SMX #13C2 @aruegger
1048562
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#SMX #13C2 @aruegger
The Right Tools
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#SMX #13C2 @aruegger
Delivery
Execution
Strategy
Insights
Analytics
Data/Information
Technology
General Position
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#SMX #13C2 @aruegger
Delivery
Execution
Strategy
Insights
Analytics
Data/Information
Technology
Desired Position
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#SMX #13C2 @aruegger
Delivery
Execution
Strategy
Insights
Analytics
Data/Information
Technology
The Foundation
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#SMX #13C2 @aruegger
1. Collect the data
2. Store the data
3. Analyze the Data
4. Visualize the data
Foundational Tools
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#SMX #13C2 @aruegger
1. Collect the data
2. Store the data
3. Analyze the Data
4. Visualize the data
Free Tools
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#SMX #13C2 @aruegger
1. Collect the data
2. Store the data
3. Analyze the Data
4. Visualize the data
Tools Used For Presentation
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#SMX #13C2 @aruegger
Delivery
Execution
Strategy
Insights
Analytics
Data/Information
Technology
Todays Focus
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#SMX #13C2 @aruegger
Finding Insights: Luck, Repetition & Practice
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#SMX #13C2 @aruegger
Search Interest Driving In-Store Creative
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#SMX #13C2 @aruegger
Starts with a Simple Trend
Source: Google Adwords + Keyword Planner API
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#SMX #13C2 @aruegger
“Our research doesn’t show white being a priority, where is the growth?”
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#SMX #13C2 @aruegger
Q2Q3 ‘15 / Q2Q3 ’16 Growth
Source: Google Adwords + Keyword Planner API (MSV + Impressions)
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#SMX #13C2 @aruegger
“What about the other colors and major markets?”
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#SMX #13C2 @aruegger
Primary Counties
Source: Keyword Planner API
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#SMX #13C2 @aruegger
“Huh?”
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#SMX #13C2 @aruegger
Color Demand by Market
Source: Google Adwords + Keyword Planner API (MSv + Impressions)
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#SMX #13C2 @aruegger
“So different markets are interested in different colors at different times? I want to apply this to our supply chain and in-
store creative”
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#SMX #13C2 @aruegger
Search Queries Go Creative
Source: Search Query Report by Location
LA Market – Interest Around White Nail Polish
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#SMX #13C2 @aruegger
Source: Search Query Report by Location
LA Market – Interest Around White Nail Polish
“Love neon, pink, and orange, on white nail polish in the summer”
Search Queries Go Creative
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#SMX #13C2 @aruegger
Source: Search Query Report by Location
LA Market – Interest Around White Nail Polish
“Love neon, pink, and orange, on white nail polish in the summer”
“shiny top coat that doesn’t chip”
Search Queries Go Creative
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#SMX #13C2 @aruegger
Source: Search Query Report by Location
LA Market – Interest Around White Nail Polish
“Love neon, pink, and orange, on white nail polish in the summer”
“shiny top coat that doesn’t chip”
”beach and flip flop fantasy”
Search Queries Go Creative
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#SMX #13C2 @aruegger
§ Created data feed to clients logistic analysts for “intent trends”
§ Areas over indexing in particular colors were anticipatorily shipped additional
palettes
§ Created visualizations for keyword relationships and geo locational trends for creative design use instore.
§ Resulted in more frequent trade / shelf changes
§ Specific creative tailored to the market interest were implemented in LA, NYC, BOS, &
CHI for Winter, Summer, and Fall.
Turning an Insight into Actions
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#SMX #13C2 @aruegger
Mobile Insights for In-store Use
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#SMX #13C2 @aruegger
Building For Insights
Source: Catalyst Internal
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#SMX #13C2 @aruegger
Campaign Profitability & Loss?
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#SMX #13C2 @aruegger
Mobile is Driving Significant Store Visits
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#SMX #13C2 @aruegger
Profit vs. In-Store Foot Traffic
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#SMX #13C2 @aruegger
LA MarketLA Market
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#SMX #13C2 @aruegger
LA MarketLA Market
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#SMX #13C2 @aruegger
Profit vs. In-Store Foot Traffic
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#SMX #13C2 @aruegger
§ Retailer used categories driving foot traffic and past sales to optimize in-
store product locations, in each market for participating locations.
§ An average of 4-8% increase in sales per category repositioned
§ An average of 1% decrease in sales for categories relegated from prime real-estate.
§ An average of 6% increase in net sales per participating store
Turning an Insight into Actions
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#SMX #13C2 @aruegger
Oh no! Our Partners Stores are Closing
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#SMX #13C2 @aruegger
“Can we target locations of the closing stores to capture sales on the website?”
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#SMX #13C2 @aruegger
Stores
Google Maps API
Locations that Sell Our Products
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#SMX #13C2 @aruegger
Stores
Closing Stores
Google Maps API
Closing Stores
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#SMX #13C2 @aruegger
Stores
Closing Stores
Retail Sales
Google Maps API + Internal
Product Sales to Closing Locations
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#SMX #13C2 @aruegger
Stores
Closing Stores
Retail Sales
Online Sales
Google Maps API + Internal
Online Product Sales by Location
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#SMX #13C2 @aruegger
Stores
Closing Stores
Retail Sales
Online Sales
Google Maps API + Internal
A Scary Moment: They Don’t Buy Online
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#SMX #13C2 @aruegger
“Lets sell to the nearby partner stores. Can we figure out what products to push?
I don’t know what inventory moved in Amherst”
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#SMX #13C2 @aruegger
Stores
Closing Stores
Retail Sales
Online Sales
Search Interest
Google Maps API + Google Adwords + Keyword Planner API + Internal
Maybe Search Interest Will Help
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#SMX #13C2 @aruegger
Stores
Closing Stores
Retail Sales
Online Sales
Search Interest
Google Maps API + Google Adwords + Keyword Planner API + Internal
Maybe Search Interest Will Help
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#SMX #13C2 @aruegger
Looking at the Product Interest
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#SMX #13C2 @aruegger
Looking at the Product Sizes
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#SMX #13C2 @aruegger
27 min
40 min
34 min
Where will our Consumers Go
27 min34 min
40 min
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#SMX #13C2 @aruegger
What We Gave The Sales Team
PrimarySecondary
Tertiary
Amherst
HolyokeLongmeadow
Ludlow
Priority Product Matrix Priority Location Guide
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#SMX #13C2 @aruegger
Results
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#SMX #13C2 @aruegger
Growth
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#SMX #13C2 @aruegger
§ Search interest can be a good proxy for consumer purchases in store.
§ There was a 0.67 Correlation between Search Volume + Impression #’s & Sales after
post analysis done on the Amherst store location.
§ The sales team now uses search interest of brand and competitors as a factor for negotiating instore product location.
§ The brand implemented new systems to get inventory sales updates from partners for marketing and sales strategy.
Turning an Insight into Actions
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#SMX #13C2 @aruegger
617-663-1247 | www.CatalystDigital.com© 2017 Catalyst | All Rights Reserved
Andrew RueggerHead of Data Science
THANK YOU!