Over the past few years, the Consumer Packaged Goods (CPG) team at Harmelin Media has focused on tying online media to offline sales. Since there are many aspects of direct attribution tied to digital media, the resultant hard numbers justify the efforts. However, these numbers need to extend beyond just the click to have significant meaning to the brand. This can be done through:
- Online grocery: advertising directly in the planning and e-commerce sections of grocery retailer websites
- Purchase-based targeting: reaching users based on loyalty card and/or credit card data
- Sales lift studies: measurable ROI opportunities through Catalina, BuyerVision or Oracle
- In-store mobile shopping apps
By including these tactics in a digital media campaign, objectives then move from click rate and interaction rate to trial, volume, trips/frequency, and loyalty. These tactics are meaningful to a brand and connect back to the brand’s overall business and marketing goals. They also allow marketers to reach consumers while they are actively shopping to influence people at their key moments of decision. And with mobile, we can even reach them in-store or at-shelf and offer a rebate or coupon to incentivize their purchase choice.
By targeting users who are most likely to buy a product, the opportunity to positively influence their shopping patterns is very high. This provides an opportunity to highlight the effectiveness of digital media campaigns. With purchase-based targeting, the audience segment can be as specific as only heavy and medium users of a competitive brand, or lapsed users who have bought your brand but not in the past six months, for example.
Important insights can be drawn from these results. To see how the media campaign influenced sales, we can see into the buying behaviors such as category share increases, projected new customer ROI, and % of sales by publisher.
By working with Oracle or Catalina and the retailer websites, there is also a chance to connect to the bigger picture and have the media tie into the overall marketing plan as well as strengthen these retailer relationships. Aligning timing with FSI drops, adopting in-store promotions into the online campaign, and partnering on specific retailer support can all further propel the success of the campaign.
These techniques also hone in on sales impact directly relating to the media campaign by comparing a control group to an exposed group. If sales are up and media is running, this is likely due to medium but it could also be due to a number of other factors such as changes in price, offers, and seasonality. Including a tactic with in-store or online sales measurement or including an actual sales lift study directly attributes sales to digital media tactics.
It is important to take credit where credit is due and show when media did in fact positively impact a brand’s bottom line. Media professionals can do this with digital shopper marketing for their CPG clients. Many brands are also using media mix modeling to gauge overall media effectiveness across all media types. MMM can provide sales attribution across most marketing and media channels, however, this is usually on a delayed basis. Digital tactics, though, can usually reveal trends and sales results in real time or with a slight delay – measured in just days, and not months.