yahoo! uk. paul thompson - head of planning & strategy
DESCRIPTION
iMedia Brand Summit presentation 'Driving digital marketing innovations in your business to enhance consumer engagement'TRANSCRIPT
The Future Is Relevance The Future Is Relevance
Why Is This Important?
Consumer Connect, Linking Online Behaviour
To Offline Sales
Consumer Connect, Linking Online Behaviour
STEPS 2-3Develop purchase-based
model; Serve ads to target
consumers as they travel
through Yahoo!
STEP 1Segment consumers to
identify meaningful target
group(s) with purchase
behavior
LOW LOYAL COMPETITIVE
BUYERS
HEAVY CATEGORY BUYERS
model; Serve ads to target
STEP 4Conduct Sales Impact
Analysis focusing on offline
purchase behavior
4.323.80
Difference $0.52
Percent Difference +14%
Significance Level 97%***
Advertised Brand
Exposed Unexposed
Over 400 programs run to date
Average short-term sales uplift
thus far: 31%
Average ROI: $2-$5 in retail sales
for every media dollar spent
Biggest driver of incremental
sales is targeted reach
No correlation between click thru
rates and sales
The Future Is RelevanceThe Future Is Relevance
Relevance At ScaleRelevance At ScaleRelevance At ScaleRelevance At Scale
