company overview · 2018-10-23 · google analytics. conversion analysis and web lift . ... the...
TRANSCRIPT
COMPANY OVERVIEW
Attribution basics
1. Attribution to maximize marketing investment. Says one CMO, “The #1 issue facing CMOs is attribution, which is top of mind for every CEO and board. If you get attribution right, you can drive conversion, which is the Holy Grail.” On top of that, attribution moves CMOs from the “soft science” of traditional marketing to the “hard science” of precise revenue generation. As another CMO put it, “Attribution is absolute. It is the #1 thing on my plate right now.” 2. Unified view of customers…
The CMO Revolution: 10 Challenges That Will Rock The Marketing World
FEB 1, 2016
Identifies all marketing
(“touchpoints”) your potential
buyers come in contact with.
Performs at scale.
Monitors all buyers over all time.
Gives credit to each touchpoint involved
in a sale (“conversion”).
Collects customer journey maps across
time and devices.
About LeadsRx
Real-time collection of customer journeys using Universal Conversion Tracking Pixel or historical analysis using Google Analytics.
Conversion analysis AND web lift in a single platform that is affordable for all broadcasters and clients
Broadcast and digital touchpoints evaluated side-by-side showing complimentary performance as well as best ROI
Two products LeadsRx Attribution™ • Full-funnel, cross-channel attribution
for long-tail conversions
• Digital, broadcast, and all touchpoints included
• Requires the LeadsRx Universal Conversion Tracking Pixel
LeadsRx Broadcast Attribution™ • Specialized for deep-dive broadcast
lift, segmentation, and keyword analysis
• Web sessions, page views, and recent goal attribution using flexible response window
• Uses Google Analytics for historical and current data
LeadsRx gives credit where credit is due
SALE: $100.00
CREDIT: $25.00
CREDIT: $25.00
CREDIT: $25.00
CREDIT: $25.00
LEVE
L O
F IN
TERE
ST
TIME
Paid Advertising
Organic Search
Direct Visit
Radio Spot
Radio Spot
NAB SHOW PROVING LOCAL ATTRIBUTION & ROI
October 17, 2018
190M+ Million Unique
Users
10B+ Daily Movement
Data Points
270M+ Curated Mapping
Elements
PlaceIQ is the premier location data and technology company.
Over the past 8 years we have been helping businesses leverage
location-based intelligence to connect with consumers
WHAT DOES PLACEIQ ACTUALLY DO?
U N D E R S TA N D I N G B E H AV I O R W I T H L O C AT I O N D ATA
Lifestyle: Gym Visitor
Lifestyle: Health Conscious
WORKS OUT GOES SHOPPING
Shopping: Fashionista
GETS FOOD & DRINKS
Dining: QSR Restaurant
Lifestyle: Bar Goer
GOES HOME
Demographic: Hispanic
DRIVES TO WORK
Commute Path: Long-distance Commuter
Job: Finance Auto Ownership
CRM Segments
VISITATION IS A POWERFUL KPI Foot traffic metrics are used to understand demand-based insights into competitors, identify consumer
behavioral patters & anomalies & to quantify the impact promotions have on driving store traffic.
Dallas-Ft Worth DMA 7/18: National Fajita Day!
0
5
10
15
20
25
30
35
Visit
s (00
0)
VISITATION MIRRORS CONSUMER PURCHASE BEHAVIOR
0
200
400
600
800
10/19/16 10/23/16 10/27/16 10/31/16 11/4/16 11/8/16 11/12/16 11/16/16 11/20/16 11/24/16 11/28/16 12/2/16 12/6/16 12/10/16 12/14/16 12/18/16 12/22/16 12/26/16 12/30/16
Tran
sact
ions
With confined tests, the client assessed a 98% correlation between visitation and purchase.
Visits Transactions
PlaceIQ captured daily visits to a pet retail chain and correlated it with their first-party daily purchase data.
PVR is a metric that measures the direct
effect of advertising on actual visits to
stores, restaurants, auto lots, and other
physical locations.
PLACE VISIT RATE (PVR)
MEASUREMENT PROCESS
PlaceIQ accomplishes this by matching
the devices messaged within a campaign
to its universe of 190 million devices to
understand if an exposed device was
later seen at an intended location.
Ad is served
1
3
Consumer visits destination
4
Calculate measurement for exposed & control groups
5
Study results
Anonymously match devices to 190MM unique users (PIQ
Dataset)
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The following use case needs are fulfilled through analyses of location data
USE CASES FULFILLED M e a s u r e m e nt S t u d y E xa m p l e
The following use case needs are fulfilled through analyses of location data
USE CASES FULFILLED G EO G R A P H I E S
The Industry Standard for Location Analytics & Omni-Channel Offline Attribution
2
The Buyer’s Journey: Still in the Physical World
TV Ad Exposure Store Visit
80% of Retail Occurs Offline
Placed Connects Media to Visits in the Real World
• Desktop • Mobile • Video • Native
• Linear/Broadcast • Addressable • OTT
• Campaign-level detail • Ad group reporting
• Billboards • Events
A unified view of omni-channel offline attribution via a single measurement partner.
Digital
OOH
TV
Search
z
400+ Media Partners & Programmatic Platforms Largest adoption of any offline attribution provider.
TV Attribution Data Your Advertisers Are Using Today
Top Performing Networks – Q1 2018
TV Attribution Data Your Advertisers Are Using Today
Peak Time to First Visit
