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People-Based Strategies to Drive Marketing ROI

Using Brand Energy to Find Competitive Advantage

THE GOALFind competitive advantage in a sluggish market by leveraging our brand energy

THE CHALLENGEExisting tools weren’t getting it done –They were backward looking, insights delivered too late to impact current season

THE OPPORTUNITYUse unified Person-Centric Measurement and Optimization to tap into Brand Energy –Right-time decision-making, in-campaign optimizations

THE RESULTS

Stay Tuned

2

Today We Will Cover

Rex BriggsFounder and CEO

Marketing Evolution

Jill FeldmanVP, Marketing & Brand Strategy

Famous Footwear

4/10/2018

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The Challenge

• Marketing Mix Models aren’t fast or detailed enough.

• Digital Attribution lacks a holistic media view.

• Data management, analytics and optimization need to be connected to implementation systems in order to take action.

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Our Goal

Acquire, retain and grow high value consumers by building emotional connection

• Identify individuals with high emotional connection to footwear

• Develop and target high value audiences

• Create compelling communications relevant to different audiences

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Optimize message and media mix to

build brand energy and increase sales

Drive Performance

Sales

New Members

Build Brand Energy

Top Choice

Favorability

Intent to Shop

Achieving theGoal

Brand Building & Short Term Transactions Evaluated Together

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Optimizingbrand energydelivers longterm ROI

Upper

Famous Footwear Brand Energy

Optimizing for new members delivers next best ROI

Middle

New Member

Optimizing for sales delivers best short term ROI

Lower

Sales

Optimize from

the bottom and

work your way up

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The Opportunity

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Media Creative People

i

£

People-Centric Media and Creative Optimization

Media Creative Optimization

i

£

People-Centric Media and Creative Optimization

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Offline CRM

Email, Direct Mail

Geo-Location

Visits to Brick-and-Mortar

Locations

DMP / DSP

Online Behavior and Custom Segments

Consumer Survey Panels

Brand Perceptions and Media

Profiles

Set Top Box/Smart TV

Ad Exposure

Mobile Ad Server

Mobile Impression Log

Desktop Ad Server

Impression Log

Media Summary

Media Plans and Delivery

Budget Planning

Me

ss

ag

e

People

Attribution

and Optimization

All Other

e.g. Price, Economic, Inventory,

Competitive, Weather, In- Store

Transactions

Consumer Segment &

Transaction Details

Data

Ingestion

Coaching For

Decision Making

Test & Learn

In-Campaign

Optimization

Simple

Interfaces

Right Message

Right Moment

Right Person

Right Media

Audience

Discovery

Post-Evaluation

Website & Search

Shopping Behavior

Data

Matching to

Total People

& HHs

Offline

Prospects

Email, Direct Mail

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Marketing Evolution Dashboard

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The Results

BRAND ENERGY

TRANSACTIONS AND

SALES MARKETING PERFORMANCE

Back to School 2017 – RESULTS

MARKETING SPEND ON BACK TO SCHOOL

- 17% YOY

+42% “TOP CHOICE” YOY

+28% TRANSACTIONS YOY

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DATA INTEGRATION IS POSSIBLE(Online + Offline / media + sales)

BRAND ENERGY + CONSUMER BEHAVIORLet’s marketer optimize forward rather than backwards

PERSON-LEVEL + MESSAGE BY MESSAGEKey to media optimization

Takeaways

PRO TIPS

Focus on a limited/integrated set of KPI’s across your purchase funnel

BRAND & BEHAVIOR

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TIP 1

Connect Attribution & Optimization upside to bottom line and shareholder value, if appropriate

Get the configuration right:

• Include external factors

• Budget buckets that match your decision making structure

• Focus on high impact changes

Demonstrate Progress – Find the quick and validated wins

TIP 2

TIP 3

TIP 4

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THANK YOU

Rex BriggsFounder and CEO

Marketing Evolution

Jill FeldmanVP, Marketing & Brand Strategy

Famous Footwear