Q Thoughts

ownerIQ's staff (aka – "The Q") shares our insights and opinions on how marketers can more effectively impact today's shopper along the digital path to purchase. "The Q and A" provides honest and practical answers to the questions and challenges facing digital advertisers in the areas of second-party data, programmatic buying, shopper marketing, co-operative marketing, attribution, and emerging media.

Measuring Advertising Impact at Retail Doesn’t Have to be so Hard

If you’re responsible for marketing a brand that receives most of its product sales through retail channels, then you’re probably tired of banging your head against the wall while trying to figure out how to understand your advertising’s impact on retail shoppers.  Without spending tens of thousands of dollars, brands are often blind when it comes to measuring advertising’s impact at retail.

Advertising impacts that critical step in the retail path to purchase between exposure to an ad message and purchase – namely, shopping activity in your product’s retail channels.  So you spend time and resources building compelling creative and smart media targeting to drive your shoppers to your retail channels.  But then what?  Did your creative actually influence shoppers to browse your product in your retail channels?  Which version of your creative had a bigger impact on shopping activity?

At OwnerIQ, we’re all about connecting brands with their retailer audiences and vice versa.  And we agree that it shouldn’t be so complicated and costly to figure out how your advertising impacts retail shoppers.  So whether you’re a shopper marketer or a digital media planner working on behalf of a brand, we’ve developed a report that uses 1st party retail audience data to measure your digital campaign’s impact on retail shopping activity.  It’s called the Purchase Intent Impact Report.  And it won’t cost you a single extra penny from your budget.

Having access to quality retail shopper data at the brand, product and URL levels is what makes this type of reporting possible.  Rather than modelling retail outcomes based on a small sample of survey respondents, OwnerIQ’s access to 1st party retail audience data enables us to measure direct impact at the brand, product and/or promotional level after ad exposure.  In the absence of this type of reporting, advertisers are often forced to resort to unreliable metrics like click-through rate, which does not correlate to retail sales.

Here’s an example of how this type of reporting works.  If a car seat manufacturer is running a campaign to support a new product launch at one of their key baby gear retailers, the Purchase Intent Impact Report will demonstrate how much more likely an exposed shopper is to browse that specific car seat product on the baby retailer’s site than an unexposed shopper.

Let us help you measure retail impact for your specific brand and products.


Categories:Posts from 2014


mszabocsik

Leave a Reply

Your email address will not be published. Required fields are marked *