solving the dilemma - women in retail summit 2020solving the dilemma . 2 cmo’s face many...
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Erin Madorsky SVP Sales
April 26, 2017
SOLVING THE DILEMMA
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CMO’s Face
Many Challenges
Source: Salesforce and LinkedIn, “How Senior-Level Marketers Are Redefining Success and Integrating the Customer Journey,” 2015
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New Customer acquisition
Creating personalized omnichannel experiences to meet customers’ needs
Quantifying marketing’s return on investment
Source: Salesforce and LinkedIn, “How Senior-Level Marketers Are Redefining Success and Integrating the Customer Journey,” 2015
Building deep and authentic customer relationships
Evolving the retail experience in response to ecommerce flight
Women in Retail Leadership’s
Many Challenges
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Women In Retail Leadership’s Many Challenges
Better data sources for identifying customers outside the walled gardens
Methods for linking in-store and online experiences
Ability to readily leverage CRM across all digital devices
Advanced attribution methods that address evolving omnichannel customer purchase journey
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Customers Say Cross-Channel Matters
82% of consumers who switch
brands say companies could have
retained them with more seamless
cross-channel experiences
Source: Accenture Global Consumer Pulse Survey, 2016
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TV
(Nielsen)
(MRI)
DIGITAL
(Cookies)
YOUR CONSUMER
Different Devices. Different Metrics. Different Worlds.
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Proxies, Panels and Cookies
COOKIES
PROXIES
PANELS
DEVICE ID
DEVICE ID
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iPhone 6s
iPad Mini
Lenovo Laptop
Panasonic 50” TV
32 years old
Female
Chicago, IL 60614
People-Based Links Device to Consumers
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The Power of Direct Consumer Relationships
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Kate Anderson
Female
32 years old
Married
2 Children
Chicago, IL, 60614
iPhone 6S
Samsung Tablet
Lenovo Laptop
Panasonic 55’ TV
People
Health
Game of Thrones
HGTV
Whole Foods
Macy’s
Tropicana OJ
Advil
Honda Pilot
Demographics:
Devices:
What She Reads:
What She Watches:
Where She Shops:
What She Buys:
What She Drives:
Meet Kate Anderson
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Kate was
exposed to
Brand ad
Kate sees a
performance ad
on her tablet
At home, she
is served an
ad with 20%
off coupon
Consumers’ Path to Purchase
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Only a Few True People-Based Players
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Only a Few True People-Based Players
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People Based Advantage for Retailers
REACH
TARGET
AUDIENCES
DELIVER
CAMPAIGNS
MEASURE
ACTUAL
RETAIL SALES
Using data driven strategies by
leveraging your CRM or Viant’s
deterministic data integrations
Across consumer’s devices in quality
environments on the independent
web with Viant’s people-based DSP
Online and in-store that
occurred due to your digital
campaign exposure
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Find your customers. Find new customers
CLIENT
CUSTOMER
DATA
250M US Registered Users
10B Monthly Data Points
Macbook Air
iPhone 6
Sony Smart TV
DEVICES
$70,000 HH Income
Single
34 Years Old, Male, White
DEMOGRAPHICS
Best Buy Shopper
NFL Game Frequency Viewer
2011 Ford F150 Owner
OFFLINE INTERESTS
& TRANSACTIONS
@Angels stadium on
Saturday at 7pm
LOCATION
Hugo Boss Online Shopper
Season tickets for
San Diego Chargers
ONLINE INTERESTS
& TRANSACTIONS
Financial & Sports articles daily
Likes Best Buy
Facebook page
ONLINE BEHAVIORS
ESPN Fantasy
Football
Fitbit
MOBILE APP USAGE
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Plan: With the Deepest Insights
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People-Based Lookalike Modeling Process
Identify Target Dozens of machine-
learning algorithms
create multiple
models to compare
Highest ranking
model is used to
create the lookalike
audience
Models are ranked
based on accuracy
through cross-
validation
Identity profiles are
grouped with each
of these models
Leverage IMP
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Link Purchase Information Back to Consumers
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Measure: Cross Device
1
2
3
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ACR TV
Measure: TV Impact
HOUSEHOLD IP
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Measure: Print Ad Exposure
SUBSCRIBER ADDRESS
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Measure: Sales Impact
CREDIT CARD DATA
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Kohl’s Holiday Case Study
Result: Proving Return on Ad Spend Using Digital E-commerce with CRM & Viant’s People-Based Advertising
KOHL’S CRM, OFFLINE AND ONLINE BUYERS
+ VIAN’T’S PEOPLE-BASED TARGETING
+90%
Unique Clicks
164MM+
unique users reached
ONLINE ENGAGEMENT
DROVE E-COMMERCE
+150% ROI
5.0X ROI vs. Viant benchmark of 2.0X
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Insights for Personalized Consumer Strategies
Source: Viant, Identity Management Platform, 2016
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Plan: With the Deepest Insights
TV: Light TV Viewer, Today Show and Entertainment Tonight
FINANCE: $95,000 Average Household Income
SOCIAL: Follows Eva Longoria
DINER: Frequent Diner
CPG: Poland Spring Water, Household supplies
AUTO: BMW X3
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