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Big data is a process, not an item on a shopping list

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Case Study: Driving Omnichannel Conversions

Media I influenced the most sales, and had the 2nd highest number of impressions (GOOD!)

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Media A Media B Media C Media D Media E Media F Media G Media H Media I0%

5%

10%

15%

20%

25%

30%

35%

40%

3% 4%6%

12%

16% 16%

36%

3%

16% 11%

23%

20%

4%

22%

% of Retail Sales Influenced % of Unique Impressions

Media H influenced the 2nd most retail sales (16%), but was only 4% of the media plan (OPPORTUNITY!)

Media D was 16% of the media plan, but only drove 4% of retail sales (OPPORTUNITY!)

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Audience Scoring for Online Media Optimization

Media A Media B Media C Media D Media E Media F Media G Media H0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

10.9%

12.6%

17.1%

11.3% 11.8%10.7%

12.2%

10.3%

22%

3% 3%

5%

21%

19%

11%

16%

Targeting Accuracy % of Media Plan

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Big data is a process, not an item on a shopping list

Consumers will expect it more (and value the attention)

Find partners that can help down the path

Targeting and measurement are part of the same thing