Measuring The Modern Shopper - Lewis Lenssen, Rakuten Attribution

Editor's Notes

• #6: What to say Lets look at some really high level evidence I have taken a look at some high street retailers and their results during the Christmas period Here are some of the star performers and some of the reasons that have identified for their excellent performance Clearly this is not detailed or exhaustive study but there is a satisfy correlation and alignment of those that are growing and prospering and those that are embracing the challenge of omnichannel  
• #7: Modern shopper o    Little loyalty o    Transacts when and where it suits them o    Influenced by many media, social media, offers, deals and experience o    Many devices o    Success stories of today are complex multi channel businesses What to Say Modern shopper more demanding than ever - high expectation and who quickly responds to the good and bad experiences that they have during their consuming journey. No longer satisfied by the finding what they want a good price The behaviour of the modern hopper They will use lots of online devices They will use apps They will click and collect They will order in store and take delivery at home They will use a market place of it suits them and They The number and complexity of the marketing channels and marketing options The complex consumer is moving faster and seeing more media than ever Measurement is crucial  
• #12: What to say Lets look at some really high level eveidence I have taken a look at some high street retailers and their results during the Christmas period Here are some of the star performers and some of thereasons that have identified for their excellent performance CLearley this is not detailed or exhaustive study but there is a satisfy correlation and alignment of thise that are growing andpropserin and those that are embrassing the challenge of Omni channel  
• #13: What to Say The change that has happened and the scale of the new challenge can be illustrated using a trusty rubiks cube analogy. In the past where businesses could be really successful by focusing on a single sales channel and a limited set of marketing channels. The ioptimisation challenge was like solving a single side of the rubiks cube. The twists and changes that you made clearely impacted other side of the cube but in the scale of this those things were not important to your success. All the company want was performace in the limited sales and markering channels they focused on The challenge now with consumers dictating that you have to partipate in lots of sales channels Combined with you actuall marketing in in more channels. The puzzle switches to full challenge of the Rubiks cube where changes that solve one issue can have a direct impact on other channels and where a more complex overall strtagey is required. It is solving the this highly multiple dimensional puzzle that DC Storm is al about with our measured success proposition  
• #14: Objective Measurement Hub eco system – Argument Structure Here is a simple diagram to give you a sense of how the Measurement Hub eco system Data on the left relating to lots of different channels Measurement hub in the middle that consolidates an djoins the data Attribution engine that applies the attribution model to the data in near realtime Set of audiences to the right that get the output of the anaysis Potential systems that cab be powered by the data With the findings of the strategic review firmly in our mind we set out to get DC Storm ready to realise our global potential 2012 we reviewed the business and concluded:- Global potential Preparing the business for scaling Proved go to market and delivery Options for scaling fast Key basic attributes of the business. Turnover Profit Staff Offices, Why we are talking to you We have a really hot proposition that is proven It can scale and grow and diversify but in order to maximise the potential we need investment/money/other skills/
• #15: What to say Lets look at some really high level eveidence I have taken a look at some high street retailers and their results during the Christmas period Here are some of the star performers and some of thereasons that have identified for their excellent performance CLearley this is not detailed or exhaustive study but there is a satisfy correlation and alignment of thise that are growing andpropserin and those that are embrassing the challenge of Omni channel  
• #21: What to say OK, its anectdotal eveidence, let drill in a little more and see what is is that these retails that are joing the dots with measurement systems are ale to do and how this is ttranslating into results For the moment lets imagine that the challenges of producing a brilliantMeasurement hub that has a complete view of the marketing and trading of a multi channel business. What can it be used for that makes a real difference? What is it the data driven Omni channel business has that the other don’t have:-
• #23: What to say Budget planning is often where the really big gains lie Most businesses retain a budget planning process that is based on what was spent last year. There is often a process to try and reflect strong feeling of success or failutre of particular campaigns of channels but the basis model for the new year undoubtedly The Business with a real view of all marketing performance can start the process from the position of know not only what they did last year but how it performed. The result is not always as dramatically different as you might imagine but the reality is that shifting budget from a channel that doesn’t’ work to one that does and which is complemented and supported by the other channels, transforms overall performance massively. Take a look at this simple model that illustrates the impact of a really killer budget change. It is impossible to identify a meaningfully average or typical improvement that can be made by shifting budget between channels howvere:-   In businesses where single digital improvements in performance have a direct correlation with significant share price increases, the regular budget shidts and spend increases that we power BUdgetting is a really complex process because of the interaleted issues of stock availability but here are some straight forward examples of budget changes that wehave been involved in :- HoF – Powering a completely revised budget process that has included significant investment in prospecting display that had previously never been justifyable. Play.com – Channle valuation tht has given them confidence and information to support a tripling of makrreting budget. A move that directly relates to their understanding and confidence in marketing performance Unnamed retailer that is struggling and actually wanted to minimise the impact of cutting budget. A less exciting but equally important process     It is impossible to identify a meaningfully average or typical improvement that can be made by shifting budget between channels howvere:-   In businesses where single digital improvements in performance have a direct correlation with significant share price increases, the regular budget shidts and spend increases that we power    
• #26: What to say Ironically it is channels optimisation that often drove businesses to implement more sophisticated measurements systems. Even within a channel there are acivities or keywords that were contributing in a way that is not reflected or captured by last click wins or some of the Paid Search is a great example because it is an area where there are lots of agency and technology proposition that are all about optimisation. In the last five years there have been a series of key optimisation propositions that have Porfolio management of keywords Demand driven optimisation Offline driven
• #27: Needs to be edited
• #30: Sam - omething that suggest the funnel and only the bottom being important Target funnel is great. Fit it in the text
• #32: What to say With a Measurement Hub that is fully populated with all of the marketing touchpoints, all of the sales and all of the tracked website and app events, the relatively simple addition of a stock feed and order processing feed quickly turns a marketing oriented solution into a fantastically powerful trading tool.   In the world of luxury fashion, brand is what really matters and the understanding the brands that are hot now and in the assendency is crucuial to success. Most retails treat the issue as a creative or taste challenge but our data driven Omni channel trader has Harvey Nichols -   With a complete view of all transactions and all marketing touchpoints it is
• #35: Presenter is Lewis Lenssen Date is today Audience is Macmillan Science and Education It isn’t a client presentation