#DigitalBricks  

How  Data    Can  Help    

Brick  &  Mortar  Businesses    

Thrive  

Brad  B  McCormick  Chief  Digital  Officer  Moroch  Adver5sing    •  Mul5-­‐Unit  Retail  Marke5ng  •  Brand  Adver5sing  •  Paid,  Owned,  Earned  Media  Integra5on  

Chris  Treadaway  President  &  CEO    Polygraph  Media    •  Social  Media  &  Big  Data  •  Decision  Driven  Marke5ng  •  Author:  Facebook  Marke;ng,  A  Hour  a  Day  

Dr.  Edo  Airoldi  Associate  Professor  Sta5s5cs    Harvard  University    •  Media  AHribu5on  Modeling  •  Sta5s5cal  Methodologies  •  AB  Test  in  Complex  Systems  

Speakers

Retail Spends Most on Advertising

"Half the money I spend on advertising

is wasted; the trouble is I

don't know which half.”

-John Wannamaker New York Retailer

1874  

Big Data to the Rescue?

The Vision

Store  Sale  &  Transac5on  Data  

Localized  Social  

Media  Data  

Na5onal  &  DMA  Specific  Media  Impression  Data  

Na5onal  &  DMA  Related  Economic  &  Local  (i.e.  Weather)  Data  

The Vision

Store  Sale  &  Transac5on  Data  

Localized  Social  

Media  Data  

Na5onal  &  DMA  Specific  Media  Impression  Data  

Na5onal  &  DMA  Related  Economic  &  Local  (i.e.  Weather)  Data  

BeHer  Insights,  BeHer  Campaigns,  BeHer  ROI,  Less  Waste,  Less  CluHer  

The Reality

Store  Sale  &  Transac5on  Data  

Localized  Social  

Media  Data  

Na5onal  &  DMA  Specific  Media  Impression  Data  

Na5onal  &  DMA  Related  Economic  &  Local  (i.e.  Weather)  Data  

The Reality

Store  Sale  &  Transac5on  Data  

Localized  Social  

Media  Data  

Na5onal  &  DMA  Specific  Media  Impression  Data  

Na5onal  &  DMA  Related  Economic  &  Local  (i.e.  Weather)  Data  

•  Archaic  POS  Systems  •  Employee  Era  •  Cadence  &  Timing  of  

Reports  

•  Frequency  &  Reach  Duplica5on  

•  Changing  Customer  Habits  

•  Cadence  &  Timing  of  Reports  

•  User  Opt-­‐In    •  Outdated  Bios  •  Loca5on  accuracy  •  Loca5on  at  moment  of  

engagement  

•  Correla5on  vs.  Causa5on  

•  Cadence  &  Timing  of  Report  

 

Store  Sale  &  Transac5on  Data  

•  Archaic  POS  Systems  •  Employee  Era  •  Cadence  &  Timing  of  

Reports  

Weekly Sales Reports, by DMA, By Store

Store  Sale  &  Transac5on  Data  

•  Archaic  POS  Systems  •  Employee  Era  •  Cadence  &  Timing  of  

Reports  

Week to Week vs. Comp Sale Analysis

Localized  Social  

Media  Data  

=  Above  Average  Social  Engagement  

=  Below  Average  Social  Engagement  

•  User  Opt-­‐In    •  Outdated  Bios  •  Loca5on  accuracy  •  Loca5on  at  moment  of  

engagement  

Real Time Social Engagement Segmented by DMA

Localized  Social  

Media  Data  

•  User  Opt-­‐In    •  Outdated  Bios  •  Loca5on  accuracy  •  Loca5on  at  moment  of  

engagement  

Weekly Fan Engagement Analysis By DMA

Localized  Social  

Media  Data  

•  User  Opt-­‐In    •  Outdated  Bios  •  Loca5on  accuracy  •  Loca5on  at  moment  of  

engagement  

Understanding DMA-specific Social Trends

Localized  Social  

Media  Data  

•  User  Opt-­‐In    •  Outdated  Bios  •  Loca5on  accuracy  •  Loca5on  at  moment  of  

engagement  

Programmatic Media Buys Initiated by Social Activity.

Na5onal  &  DMA  Specific  Media  Impression  Data  

•  Frequency  &  Reach  Duplica5on  

•  Changing  Customer  Habits  

•  Cadence  &  Timing  of  Reports  

Tracking Largest Ad Spend Against Changing Trends.

Na5onal  &  DMA  Specific  Media  Impression  Data  

•  Frequency  &  Reach  Duplica5on  

•  Changing  Customer  Habits  

•  Cadence  &  Timing  of  Reports  

Correlating DMA Media Dollars to DMA Transactions.

Na5onal  &  DMA  Related  Economic  &  Local  (i.e.  Weather)  Data  

•  Correla5on  vs.  Causa5on  

•  Cadence  &  Timing  of  Report  

 

How Weather Influencers Local Economic Activity.

The Vision – In Beta.

Questions?

#DigitalBricks  

How  Data    Can  Help    

Brick  &  Mortar  Businesses    

Thrive