Impact of Search on OfflineMarco Guida

Our goal

“...understanding how the offline and

online world affect each other...”

Agenda

• Introduction to Mediabrands Analytics

• How to quantify the impact of Search on Offline

• Case Study

Mediabrands Analytics

• Mediabrands International research division, specializing in marketing response modelling

• Operating in 50 countries, with 6 service hubs connecting the world

• Conducted many projects for many sectors and clients around the world: Auto, FMCG, Finance, Retail, Telecoms...

• Work with tools specially designed for this analysis:

• MegaStar

• Matrix for Biz Outcome

SEARCH

ONLINE BUZZ

VISITS

SALES / VOLUME

NEW CUSTOMERS

LOYALTY

PROFIT

Media Communications

CONSIDERATIONPREFERENCE

AD AWARENESSBRAND

SALIENCE

VALUEPERCEPTION

We can track each stage of the consumer pathway from awareness to consideration to web visits to sales

Quantifying the ability of the marketing mix to increase biz performance

Establishing the different impact of weighting and flighting strategies on

business performance

Applying these learnings to deliver the business plan

We use market response modeling to quantify key success drivers and inform ongoing activity to increase ROI

We can transfer our learning into our media planning tool Matrix for Business Outcome

How to quantify the impact of Search on Offline

Using Search data to understand the path to purchase

Using analytics we can understand the inter-relationship between the offline and online world, allowing us to better quantify the

impact of marketing on our clients business performance

OfflineSearch

Attribution Model: Fashion Retailer Example

Rainfall

Holidays

Sporting Events

Store Refurbishment

Competitive Media

Fashion Trends

Online Sales

Online Search

Web TrafficOffline Sales

Online Display

SEM (Paid Search) Email

Traditional Media

Price, Base Sales & Seasonality

Online worldOffline world

+ Driver- Driver

LegendBusiness Outcome

Attribution Model: FMCG Example

Weather

Holidays

Distribution

Price, Base sales and Seasonality

Competitive Media

Sporting Events

Online Search

Web TrafficOffline Sales

SEM (Paid Search)

Traditional Media

Online worldOffline world

Promotional Activity

EmailOnline Display

The Benefits

Understanding the true effect of Search (and other media too!)

Understanding the synergies that exist between offline and online media

Better business planning to achieve KPI objectives!

Clients’ case studies

Travel Case Study

Uplift in Search generated by Offline

Comms

20%

Uplift in Sales generated by Search

10%

Search ROI vs Offline Comms ROI

10 vs 4

Change in Planning:

Go back on air with TV

4% uplift in sales

Auto Case Study

Uplift in Search generated by Offline

Comms;

40%

Uplift in Sales generated by Search

50%

Search ROI vs Offline Comms ROI

5 vs 2

Change in Planning:

Keep TV budget stable

12% uplift in ROI

Consumer Electronics Case Study

Uplift in Search generated by Offline

Comms

30%

Uplift in Sales generated by Search

20%

Search ROI vs Offline Comms ROI

20 vs 7

Change in Planning:

More Digital/Paid Search

20% uplift in ROI

THANK YOU