Integrating Incrementality Measurement Part 2: ATI + Rise Fireside Chat
Throughout his 20 year tenure in marketing, ATI CMO, Brett Groom, has applied his love of analytics to the way he strategizes and leads. He helped drive an incremental 10% in revenue YoY by focusing on connecting data dots both online and offline through strategic partnerships.
Natalie Scherer (SVP Marketing, Rise Interactive) joined Brett for a live ATI case study chat at our NYC event: Connect the Dots: Converting Offline Activity into Incremental Growth. Together, they discussed how the team secured these results for ATI by leveraging the expertise of Rise Interactive, Google, and Invoca.
To get the facts on how to exceed goals by overcoming the complexities of omnichannel data integration and optimization, watch the video or read the interview below!
NATALIE (RISE): Can you share your perspective on why having different strategies for different markets is important?
BRETT (ATI): “When it comes to physical therapy, your market share will dictate how many consumers are choosing your brand to see a physical therapist. Your market share will dictate how much of a geographical area you’ll win. But, you have to take into account that incremental success will look different based on the audience and area you’re targeting.
The single most important aspect of physical therapy is showing up to appointments and following through with your home care — and attending appointments hinges on the geographical proximity to your home. These complexities prompted ATI to partner with Rise Interactive, Google, and Invoca to examine incrementality and value-based keywords (like branded keywords, unbranded keywords, or a competitive word) to build into real-time bidding engines. This sophisticated offline framework allows us to keep personalized audience targeting top of mind, which has made a real difference in KPIs like revenue, and shifting stakeholder mindset from CPL to ROAS.”
NATALIE: The customer journey in physical therapy often creates a delay between awareness and actually converting, which can make it complex for a brand like ATI to properly optimize that experience to glean the best data and insights. Can you speak to how ATI managed this?
BRETT: “The process for physical therapy involves being evaluated, deciding on how to pay for services, and scheduling an average of 8-10 visits. Between the overall time it takes to move a customer through the entire funnel, as well as managing data like offline phone calls, we manage these complexities by working with our strategic partners to assign values to leads for different keywords and markets, which we can use to adjust our bidding strategies.”
NATALIE: What are learnings you can share from prioritizing cross-functionality with your finance team?
BRETT: “In terms of managing budget, we were able to approach our finance team with incrementally driven data to prove why we were enacting our specific strategies would be successful. As you have more and more data, you’re able to shift conversations from marketing metrics to business metrics. We were able to paint a full picture of where every dollar was going, which provided a kind of cross-functional confidence that made our processes much more streamlined and efficient.”