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Driving Online-To-Offline Sales & ROI

Problem: A big box retailer tasked Adaptive Audience to activate and measure a digital media program to drive in-store sales across their North American locations. The retailer spent the majority of their advertising budget on print FSIs but needed to find more effective channels to engage with customers and prospects.

Solution: In order to connect the digital engagements to offline sales, Adaptive Audience partnered with LiveRamp. With this partnership in place, Adaptive Audience was able to launch a comprehensive program to help the retailer understand how to reach their core customers with greater accuracy, prospect new customers with higher efficiency and deliver insights that maximize in-store sales consistently over time.

ACTIVATE AUDIENCES FOR ACCURACY

CRM Onboarding: Onboarded the CRM records into the digital data management platform to activate display media campaigns.

Lookalike Modeling: Leveraged onboarded CRM records to build custom “lookalike” models for display media prospecting efforts.

OPTIMIZE MEDIA FOR EFFICIENCY

Programmatic Premium Media: Set up programmatic media plan to target audience profiles in viewable premium ad inventory placements.

Dynamic Creative Ad Units: Built dynamic creative ad units to display specific messaging and offers based on each audience profile.

MAXIMIZE INSIGHTS FOR EFFECTIVNESS

Offline Sales Attribution: Activated a channel attribution program to optimize the full digital channel media mix for in-store sales.

Integrated Analytics: Integrated analytics for all audiences, channels, creatives and competitors into one simple reporting dashboard.


Results: Adaptive Audience measured the impact of this program based on their ability to increase conversion rate, decrease cost per acquisition and increase return on ad spend for in-store sales from Q2 to Q3 2013.

+41%

HIGHER IN-STORE
CONVERSION RATE

-42%

LOWER IN-STORE
COST PER ACQUISITION

+74%

HIGHER IN-STORE
RETURN ON AD SPEND

Next Steps: As the online-to-offline conversion funnel is revealed, Adaptive Audience can uncover more strategic opportunities to improve business results for their retail client. Adaptive Audience is now working to integrate and leverage LiveRamp’s data onboarding for audience extension, site personalization and search integration. With LiveRamp, Adaptive Audience is able to make data-driven optimizations that continually drive business results and relationships forward.

XCMO: Closing the Divide Between
Offline and Online

Adaptive Audience & Live Ramp



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