brick & mortar's secret weapon: search data by andrew ruegger

#SMX #13C2 @aruegger

Andrew Ruegger - Head of Data Science - GroupM - Catalyst

Brick & Mortar’s Secret Weapon: Search Data


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The Right Tools


Delivery

Execution

Strategy

Insights

Analytics

Data/Information

Technology

General Position


Delivery

Execution

Strategy

Insights

Analytics

Data/Information

Technology

Desired Position


Delivery

Execution

Strategy

Insights

Analytics

Data/Information

Technology

The Foundation


1. Collect the data

2. Store the data

3. Analyze the Data

4. Visualize the data

Foundational Tools


1. Collect the data

2. Store the data

3. Analyze the Data


Free Tools


1. Collect the data

2. Store the data

3. Analyze the Data


Tools Used For Presentation


Delivery

Execution

Strategy

Insights

Analytics

Data/Information

Technology

Todays Focus


Finding Insights: Luck, Repetition & Practice


Search Interest Driving In-Store Creative


Starts with a Simple Trend

Source: Google Adwords + Keyword Planner API


“Our research doesn’t show white being a priority, where is the growth?”


Q2Q3 ‘15 / Q2Q3 ’16 Growth

Source: Google Adwords + Keyword Planner API (MSV + Impressions)


“What about the other colors and major markets?”


Primary Counties

Source: Keyword Planner API


“Huh?”


Color Demand by Market

Source: Google Adwords + Keyword Planner API (MSv + Impressions)


“So different markets are interested in different colors at different times? I want to apply this to our supply chain and in-

store creative”


Search Queries Go Creative

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”






“shiny top coat that doesn’t chip”

”beach and flip flop fantasy”



§ 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


Mobile Insights for In-store Use


Building For Insights

Source: Catalyst Internal


Campaign Profitability & Loss?


Mobile is Driving Significant Store Visits


Profit vs. In-Store Foot Traffic


LA MarketLA Market


Profit vs. In-Store Foot Traffic


§ 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



Oh no! Our Partners Stores are Closing


“Can we target locations of the closing stores to capture sales on the website?”


Stores

Google Maps API

Locations that Sell Our Products


Stores

Closing Stores

Google Maps API

Closing Stores


Stores

Closing Stores

Retail Sales

Google Maps API + Internal

Product Sales to Closing Locations


Stores

Closing Stores

Retail Sales

Online Sales


Online Product Sales by Location


Stores

Closing Stores

Retail Sales

Online Sales


A Scary Moment: They Don’t Buy Online


“Lets sell to the nearby partner stores. Can we figure out what products to push?

I don’t know what inventory moved in Amherst”


Stores

Closing Stores

Retail Sales

Online Sales

Search Interest

Google Maps API + Google Adwords + Keyword Planner API + Internal

Maybe Search Interest Will Help


Looking at the Product Interest


Looking at the Product Sizes


27 min

40 min

34 min

Where will our Consumers Go

27 min34 min

40 min


What We Gave The Sales Team

PrimarySecondary

Tertiary

Amherst

HolyokeLongmeadow

Ludlow

Priority Product Matrix Priority Location Guide


Results


Growth


§ 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.


brick & mortar's secret weapon: search data by andrew ruegger

Marketing