Connect the Dots: Converting Offline Activity into Incremental Growth
On September 15, 2022, Rise Interactive joined forces with our partners at Google and Invoca, along with brand-side marketer Brett Groom, CMO of ATI Physical Therapy, for Connecting the Dots: Converting Offline Activity into Incremental Growth. Our panel included:
- Brett Groom, ATI Physical Therapy (CMO)
- Ming Chen, Google (Measurement Lead)
- Natalie Scherer, Rise Interactive (SVP, Marketing)
- Ashmita Chatterjee, Rise Interactive (VP, Account Management)
- Lyndey Brock, Invoca (Director, Account Management)
We Discussed These 3 Relevant Marketing Challenges:
1. Increasing number of platforms
2. Complex, multistep customer journeys
3. Evolving data privacy measures
Followed by a Live Case Study!
Rise tackled these subjects head on with the help of our partners — all while presenting an innovative, live case study to demonstrate the results.
1. Increasing Number of Platforms
First, Natalie Scherer (Rise interactive) established that data disruption is increasingly commonplace for modern marketers, and the complexity has accelerated within the last few years. In fact, Deloitte reports that over 75% of companies are increasing their investment in data analytics in 2022 to keep up with shifting data management needs. From day one, Rise’s agency strategy has been centered on connecting the right data to garner the right insights, and our approach emphasizes the intersection between people and tech. That’s why we built Connex® to empower our users to connect the data dots; It’s how our clients efficiently synchronize the proper data with the best strategies that drive the most impactful results.
2. Complex, Multistep Customer Journeys
Lydney Brock (Invoca) spoke about high consideration purchases. For industries like real estate, auto, or healthcare, the customer journey often involves a phone call prior to a completed purchase or conversion. Leading brands rely on Invoca’s technology to inform which efforts in an omnichannel environment are driving phone calls, and by extension, conversions.
Invoca also possesses conversation intelligence. It helps brands understand where callers dollars are going and why, including the products they’re interested in, and how likely they are to convert.
3. Evolving Data Privacy Measures
Ming Chen (Google) demonstrated that while different advertisers and marketers may have varying KPI goals, having a full picture of the data is key to understanding the actual success of your campaigns.
When you combine more data signals alongside value-based bidding (leveraging powerful technology that’s provided by Google), you’re able to hone your bidding to align with how your customers are valued throughout the sales funnel — which leads to a far more accurate picture of your sales, and what customers are comprising those sales.
All three parties agreed that a wider range of data signals gives marketers an edge by establishing greater connectivity between their campaigns and their customers.
The Live Case Study: ATI Physical Therapy
Brett Groom (ATI) brought these concepts to life through a live case study presentation. ATI serves 25 active markets across multiple states, meaning they have a range of customer brand awareness. Additionally, ATI patients typically follow a multi-step conversion process with multiple entry points. This process poses challenges when optimizing digital campaigns, as ATI has to operate on a delay to see the true impact — meaning that bid engines like Google won’t know the full value of a conversion at the time the initial phone call is placed or lead form completed. Instead, ATI and Rise have to work together to provide Google estimated conversion values based on historic data to inform real-time spend decisions.
Rise recommended a collaborative approach that included Google and Invoca to holistically analyze both offline and online data to prioritize spend to the right ads to drive the highest value conversions. We assigned incrementality modifiers based on variables including location, keyword type, and offline conversion rate to establish a custom KPI: Incremental ROAS. With offline phone call data supplied by Invoca, and the digital data being supplied by Rise’s efforts, ATI was able to integrate their offline framework into online value-based bidding strategies via Google.
By connecting the data dots throughout the entire conversion process, ATI saw a significant increase in how digital marketing contributed to converting brand new patients. And, most importantly, Brett was able to show the ATI finance team that marketing dollars were being spent to drive new patients that were least likely to have converted if there hadn’t been a marketing investment. In other words – ATI was paying far less for customers that were likely already planning to schedule an appointment at ATI and prioritizing budget to customers that were more incremental to the business.
Collaborative Efforts, Resounding Successes
This event demonstrated the power of collaboration, technology, and a smart framework to bring a vision of measuring and proving incrementality to life. The results prove that by connecting offline and online data points, you can future-proof your conversion strategies by having a full understanding of each and every step your customers take. You’ll be able to optimize in a way that’s both efficient and data-driven, ultimately evolving from marketing KPIs to true business impact.. So, get collaborating; The data shows the possibilities are far-reaching.