Get more shoppers

Offline Conversions = Local Search ROI

SMX East New York 2015 | Sep. 28-30

Jacob LanyadooDirector of Sales

@MySweetIQ

5.1 MillionLocal businesses analyzed

312 MillionReviews analyzed

1.9 BillionLocal listings analyzed monthly

Impressions

Local Search Behaviour

Conversions

Sales

Local Search

The ROI Dream

Web SearchLocal Search

BehaviorIn-Store Visit Sale

Online 2 Offline Attribution

Real World ROI

Who’s doing direct attribution

Of The Search Market

< 3%How BIG is direct attribution?

Given the current attribution gap, how can I show Local

ROI?

Impressions

Conversions

Sales

You need to build a model

Impressions

Local Search Behaviour

Conversions

Sales

Local Search Behaviors

• E-commerce

• Coupon/Offer

• Reservation

• Download

• Beaconing

• Finding a Local Listing → see and go!

• Click for call

• Click for directions

• Leave Reviews

Direct attribution (no modelling) Indirect attribution (modelling req’d)

How do I take these data points and build my model?

Calculating Local Revenue

(LSB x LSB conversion rate to store visit)

X

(in-store conversion rate to purchase)

X

Average Purchase Value

Local Revenue

Local ROI Model– O2O Funnel

LSBs

Case Study – Family Entertainment

Sales Lift

261%from 1st month

New Revenue

$1,870per store per month

Local ROI

1,920%on program investment

• 700+ Locations

• Average Purchase: $170

• Started with bad local

• 11 new sales/store/month

Get more shoppers Come by Booth 326 to get a banana.

Jacob LanyadooDirector of Sales

@MySweetIQ