Brick & Mortar's Secret Weapon: Search Data By Andrew Ruegger
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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Brick & Mortar's Secret Weapon: Search Data. PRESENTATION: Brick & Mortar's Secret Weapon: Search Data - Given by Andrew Ruegger, @aruegger - Catalyst, Senior Partner, Head of Data Science. #SMX #13C2
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Brick & Mortar's Secret Weapon: Search Data By Andrew Ruegger
- 1. #SMX #13C2 @aruegger Andrew Ruegger - Head of Data Science - GroupM - Catalyst Brick & Mortar’s Secret Weapon: Search Data
- 2. #SMX #13C2 @aruegger Andrew Ruegger - Head of Data Science - GroupM - Catalyst Brick & Mortar’s Secret Weapon: Search Data
- 4. #SMX #13C2 @aruegger The Right Tools
- 5. #SMX #13C2 @aruegger Delivery Execution Strategy Insights Analytics Data/Information Technology General Position
- 6. #SMX #13C2 @aruegger Delivery Execution Strategy Insights Analytics Data/Information Technology Desired Position
- 7. #SMX #13C2 @aruegger Delivery Execution Strategy Insights Analytics Data/Information Technology The Foundation
- 8. #SMX #13C2 @aruegger 1. Collect the data 2. Store the data 3. Analyze the Data 4. Visualize the data Foundational Tools
- 9. #SMX #13C2 @aruegger 1. Collect the data 2. Store the data 3. Analyze the Data 4. Visualize the data Free Tools
- 10. #SMX #13C2 @aruegger 1. Collect the data 2. Store the data 3. Analyze the Data 4. Visualize the data Tools Used For Presentation
- 12. #SMX #13C2 @aruegger Finding Insights: Luck, Repetition & Practice
- 13. #SMX #13C2 @aruegger Search Interest Driving In-Store Creative
- 14. #SMX #13C2 @aruegger Starts with a Simple Trend Source: Google Adwords + Keyword Planner API
- 15. #SMX #13C2 @aruegger “Our research doesn’t show white being a priority, where is the growth?”
- 16. #SMX #13C2 @aruegger Q2Q3 ‘15 / Q2Q3 ’16 Growth Source: Google Adwords + Keyword Planner API (MSV + Impressions)
- 17. #SMX #13C2 @aruegger “What about the other colors and major markets?”
- 18. #SMX #13C2 @aruegger Primary Counties Source: Keyword Planner API
- 20. #SMX #13C2 @aruegger Color Demand by Market Source: Google Adwords + Keyword Planner API (MSv + Impressions)
- 21. #SMX #13C2 @aruegger “So different markets are interested in different colors at different times? I want to apply this to our supply chain and in- store creative”
- 22. #SMX #13C2 @aruegger Search Queries Go Creative Source: Search Query Report by Location LA Market – Interest AroundWhite Nail Polish
- 23. #SMX #13C2 @aruegger Source: Search Query Report by Location LA Market – Interest AroundWhite Nail Polish “Love neon, pink, and orange, on white nail polish in the summer” Search Queries Go Creative
- 24. #SMX #13C2 @aruegger Source: Search Query Report by Location LA Market – Interest AroundWhite Nail Polish “Love neon, pink, and orange, on white nail polish in the summer” “shiny top coat that doesn’t chip” Search Queries Go Creative
- 25. #SMX #13C2 @aruegger Source: Search Query Report by Location LA Market – Interest AroundWhite Nail Polish “Love neon, pink, and orange, on white nail polish in the summer” “shiny top coat that doesn’t chip” ”beach and flip flop fantasy” Search Queries Go Creative
- 26. #SMX #13C2 @aruegger § Created data feed to clients logistic analysts for “intent trends” § Areas over indexing in particular colors were anticipatorily shipped additional palettes § Created visualizations for keyword relationships and geo locational trends for creative design use instore. § Resulted in more frequent trade / shelf changes § Specific creative tailored to the market interest were implemented in LA, NYC, BOS, & CHI for Winter, Summer, and Fall. Turning an Insight into Actions
- 27. #SMX #13C2 @aruegger Mobile Insights for In-store Use
- 28. #SMX #13C2 @aruegger Building For Insights Source: Catalyst Internal
- 29. #SMX #13C2 @aruegger Campaign Profitability & Loss?
- 30. #SMX #13C2 @aruegger Mobile is Driving Significant Store Visits
- 31. #SMX #13C2 @aruegger Profit vs. In-Store Foot Traffic
- 32. #SMX #13C2 @aruegger LA MarketLA Market
- 33. #SMX #13C2 @aruegger LA MarketLA Market
- 34. #SMX #13C2 @aruegger Profit vs. In-Store Foot Traffic
- 35. #SMX #13C2 @aruegger § Retailer used categories driving foot traffic and past sales to optimize in- store product locations, in each market for participating locations. § An average of 4-8% increase in sales per category repositioned § An average of 1% decrease in sales for categories relegated from prime real-estate. § An average of 6% increase in net sales per participating store Turning an Insight into Actions
- 36. #SMX #13C2 @aruegger Oh no! Our Partners Stores are Closing
- 37. #SMX #13C2 @aruegger “Can we target locations of the closing stores to capture sales on the website?”
- 38. #SMX #13C2 @aruegger Stores Google Maps API Locations that Sell Our Products
- 39. #SMX #13C2 @aruegger Stores Closing Stores Google Maps API Closing Stores
- 40. #SMX #13C2 @aruegger Stores Closing Stores Retail Sales Google Maps API + Internal Product Sales to Closing Locations
- 41. #SMX #13C2 @aruegger Stores Closing Stores Retail Sales Online Sales Google Maps API + Internal Online Product Sales by Location
- 42. #SMX #13C2 @aruegger Stores Closing Stores Retail Sales Online Sales Google Maps API + Internal A Scary Moment: They Don’t Buy Online
- 43. #SMX #13C2 @aruegger “Lets sell to the nearby partner stores. Can we figure out what products to push? I don’t know what inventory moved in Amherst”
- 44. #SMX #13C2 @aruegger Stores Closing Stores Retail Sales Online Sales Search Interest Google Maps API + Google Adwords + Keyword Planner API + Internal Maybe Search Interest Will Help
- 45. #SMX #13C2 @aruegger Stores Closing Stores Retail Sales Online Sales Search Interest Google Maps API + Google Adwords + Keyword Planner API + Internal Maybe Search Interest Will Help
- 46. #SMX #13C2 @aruegger Looking at the Product Interest
- 47. #SMX #13C2 @aruegger Looking at the Product Sizes
- 48. #SMX #13C2 @aruegger 27 min 40 min 34 min Where will our Consumers Go 27 min 34 min 40 min
- 49. #SMX #13C2 @aruegger What We Gave The Sales Team Primary Secondary Tertiary Amherst Holyoke Longmeadow Ludlow Priority Product Matrix Priority Location Guide
- 52. #SMX #13C2 @aruegger § Search interest can be a good proxy for consumer purchases in store. § There was a 0.67 Correlation between Search Volume + Impression #’s & Sales after post analysis done on the Amherst store location. § The sales team now uses search interest of brand and competitors as a factor for negotiating instore product location. § The brand implemented new systems to get inventory sales updates from partners for marketing and sales strategy. Turning an Insight into Actions
- 53. #SMX #13C2 @aruegger 617-663-1247 | www.CatalystDigital.com © 2017 Catalyst | All Rights Reserved Andrew Ruegger Head of Data Science THANK YOU!