All Data Is Not Created Equal

Brian Monahan, VP of Marketing @Brionic

Source: comscore multi-platform data including mobile ending July 2015

2ndlargest retail site

is a giantpersonalization

machine

We have learned that data can be misleading

Already Purchases Your Brand or Category

Complimentary Items Outside Your Category

Demographics

Geographic

Online Interests & Behavior

Lapsed User of Your Brand or Category

?

4K TVs

Women’s Apparel

Automotive

Video Games

The Power of Commercial Data

ROC curve

Tru

e P

ositiv

e R

ate

False Positive Rate

ROC curve

Tru

e P

ositiv

e R

ate

False Positive Rate

Historical purchase data is significantly more predictive for future purchases than any other demo/behavior data

70% Accuracy(demo, social, geo, other behavior, etc.)

# of features needed without

prior purchase data

# of features needed with prior

purchase data at same scale

90% Accuracy(historical purchase)

~1000 ~10

Proprietary first-party

Walmart/Sam’s Club data

matched to U.S.

households

Differences in key

online and in-store purchase

behaviors of shoppers exposed

to media (test) and non-

exposed (control) are

measured and analyzed

Impressions are served across

Walmart-owned media

channels, tracking those

exposed

Matched data is

anonymized and synced

to online cookies

Households are then used to segment Walmart.com

shoppers for targeting and measurement

How It Works

Test users

Control users

generated from algo

Attribute 1

Attribute 2

WMX Control Method

Media Auto Optimization

WMX data allows Walmart to optimize media elements in real-time based on actual in-store sales, improving media over time.

On average, auto-optimized tactics see 1.5x – 2.5x higher lifts (vs. non-optimized line items)

Source: WMX Optimization Report for Pampers 81191

Modern Media Planning is beyond human comprehension … it takes a software solution.

Thank you