SOLVING THE
DILEMMA
Erin Madorsky
SVP Sales
April 26, 2017
1
CMO’s Face
Many Challenges
Source: Salesforce and LinkedIn, “How Senior-Level Marketers Are Redefining Success and Integrating the Customer Journey,” 2015
2
Women in Retail Leadership’s
Many Challenges
New Customer acquisition
Creating personalized omnichannel experiences
to meet customers’ needs
Quantifying marketing’s return on investment
Building deep and authentic customer relationships
Evolving the retail experience in response to ecommerce flight
Source: Salesforce and LinkedIn, “How Senior-Level Marketers Are Redefining Success and Integrating the Customer Journey,” 2015
3
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
4
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
5
Different Devices. Different Metrics. Different Worlds.
TV
(Nielsen)
YOUR PRINT
CONSUMER
(MRI)
DIGITAL
(Cookies)
6
Proxies, Panels and Cookies
COOKIES
PROXIES
PANELS
DEVICE ID
DEVICE ID
7
People-Based Links Device to Consumers
32 years old
Female
Chicago, IL 60614
[email protected]
iPhone 6s
iPad Mini
Lenovo Laptop
Panasonic 50” TV
8
The Power of Direct Consumer Relationships
9
Meet Kate Anderson
Kate Anderson
Demographics:
Female
32 years old
Married
2 Children
Chicago, IL, 60614
Devices:
What She Reads:
iPhone 6S
Samsung Tablet
Lenovo Laptop
Panasonic 55’ TV
People
Health
What She Watches:
Game of Thrones
HGTV
Where She Shops:
Whole Foods
Macy’s
What She Buys:
Tropicana OJ
Advil
What She Drives:
Honda Pilot
10
Consumers’ Path to Purchase
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
11
Only a Few True People-Based Players
12
Only a Few True People-Based Players
13
People Based Advantage for Retailers
REACH
TARGET
AUDIENCES
Using data driven strategies by
leveraging your CRM or Viant’s
deterministic data integrations
DELIVER
CAMPAIGNS
Across consumer’s devices in quality
environments on the independent
web with Viant’s people-based DSP
MEASURE
ACTUAL
RETAIL SALES
Online and in-store that
occurred due to your digital
campaign exposure
14
Find your customers. Find new customers
DEVICES
 Macbook Air
 iPhone 6
 Sony Smart TV
CLIENT
CUSTOMER
DATA
DEMOGRAPHICS
 $70,000 HH Income
 Single
 34 Years Old, Male, White
OFFLINE INTERESTS
& TRANSACTIONS
 250M US Registered Users
 10B Monthly Data Points
 Best Buy Shopper
 NFL Game Frequency Viewer
 2011 Ford F150 Owner
LOCATION
 @Angels stadium on
Saturday at 7pm
ONLINE INTERESTS
& TRANSACTIONS
 Hugo Boss Online Shopper
 Season tickets for
San Diego Chargers
ONLINE BEHAVIORS
 Financial & Sports articles daily
 Likes Best Buy
Facebook page
MOBILE APP USAGE
 ESPN Fantasy
 Football
 Fitbit
15
Plan: With the Deepest Insights
16
People-Based Lookalike Modeling Process
Identify Target
Leverage IMP
Highest ranking
model is used to
create the lookalike
audience
Models are ranked
based on accuracy
through crossvalidation
Dozens of machinelearning algorithms
create multiple
models to compare
Identity profiles are
grouped with each
of these models
17
Link Purchase Information Back to Consumers
18
Measure: Cross Device
1
3
2
19
Measure: TV Impact
ACR TV
HOUSEHOLD IP
20
Measure: Print Ad Exposure
SUBSCRIBER ADDRESS
21
Measure: Sales Impact
CREDIT CARD DATA
22
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
164MM+
unique users reached
ONLINE ENGAGEMENT
+90%
Unique Clicks
DROVE E-COMMERCE
+150% ROI
5.0X ROI vs. Viant benchmark of 2.0X
23
Insights for Personalized Consumer Strategies
Source: Viant, Identity Management Platform, 2016
24
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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