SOLVING THE DILEMMA - Women In Retail Summit 2020SOLVING THE DILEMMA . 2 CMO’s Face Many Challenges ... Customers Say Cross-Channel Matters 82% of consumers who switch brands say

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Erin Madorsky SVP Sales

April 26, 2017

SOLVING THE DILEMMA

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CMO’s Face

Many Challenges

Source: Salesforce and LinkedIn, “How Senior-Level Marketers Are Redefining Success and Integrating the Customer Journey,” 2015

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New Customer acquisition

Creating personalized omnichannel experiences to meet customers’ needs

Quantifying marketing’s return on investment

Source: Salesforce and LinkedIn, “How Senior-Level Marketers Are Redefining Success and Integrating the Customer Journey,” 2015

Building deep and authentic customer relationships

Evolving the retail experience in response to ecommerce flight

Women in Retail Leadership’s

Many Challenges

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Women In Retail Leadership’s Many Challenges

Better data sources for identifying customers outside the walled gardens

Methods for linking in-store and online experiences

Ability to readily leverage CRM across all digital devices

Advanced attribution methods that address evolving omnichannel customer purchase journey

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Customers Say Cross-Channel Matters

82% of consumers who switch

brands say companies could have

retained them with more seamless

cross-channel experiences

Source: Accenture Global Consumer Pulse Survey, 2016

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TV

(Nielsen)

PRINT

(MRI)

DIGITAL

(Cookies)

YOUR CONSUMER

Different Devices. Different Metrics. Different Worlds.

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Proxies, Panels and Cookies

COOKIES

PROXIES

PANELS

DEVICE ID

DEVICE ID

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iPhone 6s

iPad Mini

Lenovo Laptop

Panasonic 50” TV

32 years old

Female

Chicago, IL 60614

[email protected]

People-Based Links Device to Consumers

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The Power of Direct Consumer Relationships

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Kate Anderson

Female

32 years old

Married

2 Children

Chicago, IL, 60614

iPhone 6S

Samsung Tablet

Lenovo Laptop

Panasonic 55’ TV

People

Health

Game of Thrones

HGTV

Whole Foods

Macy’s

Tropicana OJ

Advil

Honda Pilot

Demographics:

Devices:

What She Reads:

What She Watches:

Where She Shops:

What She Buys:

What She Drives:

Meet Kate Anderson

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Kate was

exposed to

Brand ad

Kate sees a

performance ad

on her tablet

At home, she

is served an

ad with 20%

off coupon

Consumers’ Path to Purchase

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Only a Few True People-Based Players

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Only a Few True People-Based Players

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People Based Advantage for Retailers

REACH

TARGET

AUDIENCES

DELIVER

CAMPAIGNS

MEASURE

ACTUAL

RETAIL SALES

Using data driven strategies by

leveraging your CRM or Viant’s

deterministic data integrations

Across consumer’s devices in quality

environments on the independent

web with Viant’s people-based DSP

Online and in-store that

occurred due to your digital

campaign exposure

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Find your customers. Find new customers

CLIENT

CUSTOMER

DATA

250M US Registered Users

10B Monthly Data Points

Macbook Air

iPhone 6

Sony Smart TV

DEVICES

$70,000 HH Income

Single

34 Years Old, Male, White

DEMOGRAPHICS

Best Buy Shopper

NFL Game Frequency Viewer

2011 Ford F150 Owner

OFFLINE INTERESTS

& TRANSACTIONS

@Angels stadium on

Saturday at 7pm

LOCATION

Hugo Boss Online Shopper

Season tickets for

San Diego Chargers

ONLINE INTERESTS

& TRANSACTIONS

Financial & Sports articles daily

Likes Best Buy

Facebook page

ONLINE BEHAVIORS

ESPN Fantasy

Football

Fitbit

MOBILE APP USAGE

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Plan: With the Deepest Insights

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People-Based Lookalike Modeling Process

Identify Target Dozens of machine-

learning algorithms

create multiple

models to compare

Highest ranking

model is used to

create the lookalike

audience

Models are ranked

based on accuracy

through cross-

validation

Identity profiles are

grouped with each

of these models

Leverage IMP

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Link Purchase Information Back to Consumers

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Measure: Cross Device

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2

3

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ACR TV

Measure: TV Impact

HOUSEHOLD IP

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Measure: Print Ad Exposure

SUBSCRIBER ADDRESS

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Measure: Sales Impact

CREDIT CARD DATA

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Kohl’s Holiday Case Study

Result: Proving Return on Ad Spend Using Digital E-commerce with CRM & Viant’s People-Based Advertising

KOHL’S CRM, OFFLINE AND ONLINE BUYERS

+ VIAN’T’S PEOPLE-BASED TARGETING

+90%

Unique Clicks

164MM+

unique users reached

ONLINE ENGAGEMENT

DROVE E-COMMERCE

+150% ROI

5.0X ROI vs. Viant benchmark of 2.0X

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Insights for Personalized Consumer Strategies

Source: Viant, Identity Management Platform, 2016

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Plan: With the Deepest Insights

TV: Light TV Viewer, Today Show and Entertainment Tonight

FINANCE: $95,000 Average Household Income

SOCIAL: Follows Eva Longoria

DINER: Frequent Diner

CPG: Poland Spring Water, Household supplies

AUTO: BMW X3

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