How Retailers &

Consumer Product

Brands Are

Collaborating to Drive

Business Results

With Audience Data

Kevin Lyons, SVP & GM of eCommerce, H.H. Gregg @hhgregg Tim Trus, Associate Partner Media Strategy Paid, Owned & Earned Media, Rosetta @RosettaMktg Moderator: Bob Scaglione, SVP, Strategic Channel Development at OwnerIQ @OwnerIQ

COMMON FORMS OF DATA TARGETING

1st party data Use of advertiser’s own

cookie pool to “re-market”

or “re-target” visitors once

they go to their e-

commerce website.

3rd party data Purchasing packaged

audience segments from

3rd party data aggregators.

A NEW FORM OF DATA TARGETING

“Content Marketers Share

Data With Other Brands To

Close The Loop From Interest

To Sales Second-Party Data.”

“Second-Party Data provides

more reach than First-Party

And More Granularity Than

Third Party.”

Source: Ryan Skinner, Sr. Analyst, Forrester, Nov 2014 “Content Marketers Share Data With Other Brands To Close The Loop from Interest to Sales”

PAST OBSTACLES TO ENABLE USAGE OF

SECOND –PARTY DATA

Common Objections:

“How can I be assured my data won’t be used by competitors?”

“I can’t get the right stakeholders in at my company in the room to agree to this.”

“I don’t want to give up control of my data.”

“I don’t see the value in the amount of effort I have to put in”

“This doesn’t seem scalable.”

HOW CAN RETAILERS AND BRANDS TODAY TAKE ADVANDTAGE OF THIS AND REACH THEIR

SHOPPERS?

“…New form of co-operation

emerging between retailers and

brands.”

“…doesn’t involve the exchange of

marketing budgets per se, but

consumer targeting data.”

Retailers and their suppliers are leading the way!

A SHOPPER’S PATH TO PURCHASE IS NOW ONLINE

Search Engines: 62% of consumers use search engines for product research*

Manufacturer sites: 60% of consumers use manufacturer sites for research*

Retailer sites: 57% of consumers use retailer sites for product research*

A SHOPPER’S PATH TO PURCHASE: RESEARCH

%

NEARLY

50

THE CONSUMER’S PATH TO PURCHASE:

Shopper browses products on a manufacturer’s website

After she leaves, she is served your co-branded ad as she travels the web

The ad drives her to your site or store to make a purchase

2 1 3

THE DIGTAL CONNECTER BETWEEN RETAILERS AND PRODUCT BRANDS IS AUDIENCE DATA. .

Target specific product brand audiences Support co-op initiatives Drive sell-through at retail

POWERED BY YOUR BRANDS

POWERED BY YOUR BRANDS

OwnerIQ sits at the intersection of commerce… where retailers and manufacturers meet. SU

Success transforming brands into new marketing channels:

PROGRAMMATIC DELIVERS…

Programmatic, or automated media buying, enables marketer to reach that retailer shopper online with 100% accuracy.

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QUESTIONS & ANSWERS FROM PANELISTS