Euclid's Guide to Smarter Marketing

1

© 2014 Euclid – Proprietary and Confidential

EUCLID’S GUIDE TO SMARTER MARKETING

PART I

An intro to measuring the offline impact of marketing with location analytics

2


Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

John Wanamaker, a famous retailer and pioneer in marketing, once said:

3


THIS ALL CHANGED WITH

ECOMMERCEECOMMERCE

4


TODAY E-TAILERS MEASURE THE FULL PATH TO PURCHASE

Click Through

RatePurchase

Visit Engagement

Repeat Visits

Unique Visitors

Quantifiable ROI every step in the shopper funnel!

5


Half the money I spend on advertising is wasted; I now know which half!

Creating smarter promotions and targeted offers…

6


YET FOR PHYSICAL STORES THERE IS A BIG DATA GAP

Traffic(Door

Counting)Purchase

What leads up to the purchase decision?

7


What if a promotion brought in more customers but sales dropped?

Or if an offer brought in a number of new customers boosting sales immediately but dropping sales after?

How effectively are stores converting shoppers to loyal customers and

growing lifetime value?

???

WITH MANY UNANSWERED QUESTIONS

8


THIS IS WHERE EUCLID COMES IN WITH LOCATION ANALYTICS

Visitors Purchase

Fills the offline-online gap

9


COMPLETES THE PATH TO PURCHASE

Visitors PurchaseVisit Duration

Repeat Visits

StorefrontConversion

Quantifiable ROI every step in the shopper funnel!


LEVERAGING THE UBIQUITY OF WI-FI NETWORKS

Shopper carrying smartphone walks

by or into store

AP/sensor detects smartphone MAC

addresses

Euclid converts billions of data points to visitor

metrics

Immediate access to understanding path to purchase


provides

11

ONLINE ANALYTICS

OFFLINE WORLDfor the

12


THAT HELP MARKETERS

MEASUREOFFLINE ROIMEASUREOFFLINE ROI

and create smarter promotions

13


WITH MANY DIFFERENT APPLICATIONS

Marketing Campaign Evaluation

Customer Value Segmentation

Customer Loyalty

Calendar Planning

PART IITO COME

PART IIITO COME

PART IVTO COME

TODAY’S FOCUS


WHAT CAN EUCLID EVALUATE WITH EACH

MARKETING CAMPAIGN?

15


CAMPAIGN EVALUATIONStarts with a chainwide view of y-o-y and pre/post performance that goes beyond sales and traffic

Understand where campaigns performed poorly or well in converting visitors to shoppers to customers

Campaign Storefront Conversion

Traffic Engaged Shoppers

Sales Performance Assessment

Friends & Family ★★★

Postcard mailer ★★★★★

Catalog (15% off) − ★★

Black Friday ★

Identify drop-off before purchase and troubleshoot less successful spend

16


NEW VS. REPEATAre you targeting new or existing customers with promotions?

New Shoppers

Repeat Customers

Euclid identifies if you’re reaching your target

Tying it to how it drives or limits sales

17


RETENTIONEuclid also measures retention and if new shoppers are converting into loyal customers

Quantify uplift from new shoppers and sales impact during the

marketing campaign

Measure when shoppers return, identifying 1-time

promo shoppers vs. retained loyal customers

NEW SHOPPER

RETENTION

18


EUCLID MAXIMIZES YOUR RETURN ON ANALYTICS

AND HERE’S AN EXAMPLE OF EUCLID IN ACTION

19


A CLIENT WAS EXHIBITING A CONCERNING DROP IN Y-O-Y SALES

MARKETING USED NEW VS. REPEAT DATA TO JUSTIFY A CAMPAIGN FOR

NEW CUSTOMER ACQUISION

EUCLID IDENTIFIED THE “WHY”?

20


EUCLID SHOWED THE DIRECT IMPACT IN ACQUIRING NEW CUSTOMERS

+ 10% Y-o-Y

21


And provided a view of RETENTION43% of new shoppers brought in returned in the next 3 months

Generating additional $$

22


Quantifying Direct Campaign ROI

Leading to Smart Action: Refine and Expand the Scope of the Promotion

23


LEARN ABOUT HOW WE HELPED A NATIONAL RETAILER

INCREASE MARKETING ROI AND SAME-STORE SALES

24


A NATIONAL CASUAL APPAREL RETAILER

Installed Euclid in stores after concerns about same-store sales trending flat-to-down

25


THE RETAILER HAD TRADITIONALLY USED CATALOG DROPS AS THEIR MAIN TACTIC FOR

BRINGING CUSTOMERS BACK TO STORES

Despite high production and distribution costs, catalogs had been a cornerstone of their marketing strategy since the founding of the company

26


OCCASIONALLY, THE RETAILER ALSO MAILED POSTCARDSto their customer list about new merchandise, sales, or special offers. This

served as a comparison benchmark for catalog effectiveness.

27


BY MATCHING EUCLID DATA -- INCLUDING NEW AND REPEAT VISITORS, VISIT DURATION, AND

STOREFRONT CONVERSION

-- to the retailer’s mail dates for catalogs and postcards, we showed that in a 6 month period, many postcard campaigns generated more

impact to same-store sales versus the more expensive catalogs.

This was especially reflected in higher storefront conversion of repeat shoppers

indicating more response from loyal customers to simple postcard promotions.

28


THE POSTCARDS WERE DRIVING NOT ONLY REPEAT CUSTOMERS, BUT ALSO LONGER VISITS

In fact, certain catalogs did not drive loyal customers back to stores, and actually led to a slight decrease in repeat shopper store visits

When the retailer added online sales into the analysis, it was clear that catalogs drove e-commerce sales, not in-store visits and spending

29


FROM THESE FINDINGS, THE RETAILER BETTER UNDERSTANDS THE RELATIONSHIP BETWEEN SAME-STORE AND TOTAL SALES IN ALL THREE CHANNELS

With Euclid’s added intelligence, the client can now:

Understand how promotions drive new vs. repeat traffic

Quantify targeted promotional response across channels

Measure shopper retention and loyalty

Create a more informed view on marketing ROI

PHYSICAL STORES DIRECT MAIL E-COMMERCE

30


IT’S EASY TO

GETSTARTEDGETSTARTEDWITH

31


START WITH EUCLID EXPRESS AND GET

FREE ANALYTICS FOR ALL YOUR LOCATIONS

32


I’M INTERESTED,WHAT ARE MY NEXT STEPS?

1 2 3 4

Sign up for Euclid Express at our website

View your Euclid

dashboard

Get instant access to the Knowledge

Base

Activate through our

Wi-Fi partners

euclidanalytics.com

TO START CREATING SMARTER CAMPAIGNS AND IMPROVE MARKETING ROI

Jessica Ou

One of the concluding slides


Stay tuned… more to come

Euclid's Guide to Smarter Marketing

Technology

Transcript of Euclid's Guide to Smarter Marketing