The Methodology and Analytics Beyond Impressions & CTRs

The Methodology and Analytics Beyond Impressions & CTRs

It is irrefutable that the retail landscape is undergoing a massive transformation and as a result, stores and brands must take a hard look at the methods they use to drive in-store traffic. The growth of ecommerce and ease of online shopping has diverted many customers away from traditional shopping in brick-and-mortar stores. Despite this trend, research shows that more than 85% of all retail sales still occur in brick and mortar locations, which means there are ample opportunities for brands to find their niche within physical retail.

85%

of all retail sales still occur in

brick-and-mortar locations

Clearly there is still a lot of life in traditional retail and several recent developments illustrate this fact. The first that comes to mind is Amazon's acquisition of Whole Foods. Amazon's purchase of Whole Foods is validation of what has been evolving for years: online shopping sites and physical stores are converging to create better offerings and experiences for all shoppers. Another example is TJX's new Homesense initiative. Homesense will offer a shopping experience that complements its sister chain, HomeGoods, by offering expanded departments such as large-scale furniture, lighting and art, as well as new departments like a general store. The company opened its first Homesense store in August and plans to open hundreds more in 2017.

The point is brands and retailers are still highly motivated to drive shoppers into physical stores. For so long, we've been told that the growth of online purchasing was coming at the expense of physical retailers. But it's not necessarily a zero sum game. The real story is that physical stores are just as valuable as ever, and that's becoming

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clearer as we see shopper's interests and tendencies evolve. And although e-commerce has expanded at a higher rate than sales in brick-and-mortar stores there continue to be exceptions to this trend. For example, in the world of fast moving consumer goods -- food, beverages, health and beauty products -- physical retail locations still reign supreme. And while TJX is rolling out Homesense across America, the company still plans to open about 100 HomeGoods stores this year.

One of the main differentiators between ecommerce and physical retail is the customer experience. The interaction with another person, conversing face to face, and human interaction are staples of brick-and-mortar stores. Bridging this experience to the other shopping options is becoming a critical objective of brands and retailers. The idea is that the omnichannel experience must be nearly flawless, transitioning from one channel to another, i.e., from a mobile device to in-store. Marketers must now consider how a customer can engage with a brand across a physical store, on an online website or mobile app, through a catalog, or through social media, and use that to their advantage, especially when it comes to collecting shopper insights and measuring the impact of various promotional campaigns.

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"We can now measure success in terms of the response of real people over time, in addition to measuring individual campaigns", said Julie Bernard, Chief Marketing Office for Customer Strategy at Macy's. "We have enough data at the customer level to see how they interact both online and in the store, so we can tailor messaging and offers to them appropriately by channel."1 By balancing the use of customer data to inform content relevancy in harmony with the use of consumer insights, stores and brands can ensure that the relevancy is coupled with a sense of discovery and inspiration. As mobile technology evolves, there are more ways than ever to reach customers on their mobile devices and market the products that brands want to sell at retail locations nationwide.

So while there are many avenues to connect with shoppers, one thing is irrefutably clear. The smartphone has become virtually every consumer's primary shopping companion. From sharing product "likes" and "loves" on social media; to researching best deals and availability while in the mall; to redeeming electronic coupons online or in the store, the smartphone is now central to everyone's shopping process. As such, this makes the mobile-based marketing campaigns that engage the shopper with the right offer at the right time and right place the most important means for reaching and connecting with shoppers.

In our prior iPaper, "Making Proximity Marketing Personal" we detailed the steps to planning and implementing a mobile proximity marketing campaign. For this iPaper we will take the next step and delve into the types of measurements that are relevant to a mobile campaigns, and more specifically, mobile-to-store campaigns, including pre-, mid-, and post-campaign analytics to show both effectiveness and which methods are most pertinent to a specific product or brand moving forward. From impressions, to test vs control, to in-store foot traffic, we will walk you through the various measurement and analysis options and provide real world examples from some of the past campaigns ShopAdvisor powered for various CPG brands. Ultimately, you will gather a deeper comprehension and appreciation of how to measure success in a new dynamic.

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"If yo fai t pla yo ar plannin t fai "

-Benjamin Frankin

For any marketing campaign to achieve its maximum impact it must start with a thorough understanding of objectives, strategies, tactics and how to measure results and effectiveness.

As technology has evolved to enable the capturing of more shopper data, so have our expectations of how we can measure and then leverage that information to make marketing campaigns more intelligent and measurable. Impression and click-through-rates (CTRs) a now mere table stakes for campaign measurement. Marketers now need to show how their campaigns positively impact the bottom line. More specifically, the campaigns must show truly impactful ROI and ROAS. One the best ways to achieve this is through sales lift analysis.

Lift analysis is a way to measure how a campaign impacts a key metric. In mobile marketing, you could measure lift in engagement, in-app spend, or conversion frequency. Lift is calculated as the percent increase or decrease in each metric for users who received a campaign versus a control group. Lift analysis means comparing users who receive a campaign to a group of users who do not receive the campaign (i.e. the control group) to see which group is better off. By the way, a control group is a neutral segment of your users that do

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