Are Your CPG Brands Maximizing the Return on Your Digital Investment?. October 2, 2012. Who we are. Judy Bahary Sr. Vice President, Agency & CPG Market Solutions comScore. Ryan Krenn Senior Manager, CPG Digital Marketing Solutions Accenture Interactive. John LaRocca
Are Your CPG Brands Maximizing the Return on Your Digital Investment?
October 2, 2012
Sr. Vice President, Agency & CPG Market Solutions
Senior Manager, CPG Digital Marketing Solutions
Vice President, Media Solutions
Accenture is a management consulting, technology services and outsourcing company, which has offices and operations in more than 200 cities in 54 countries.
comScore is a global leader in measuring the digital world and preferred source of digital business analytics.
dunnhumby is the leader in personalizing the world’s experience of retailers and brands. We help companies put the customer at the center of every decision by using our insight to improve customers’ experiences and communications to earn their lifetime loyalty..
Do consumers visiting a brand’s website buy more than non-visitors?
Where are brand buyers spending their time online?
What website features drive in-store sales?
Single-source, privacy protected data linking online activities and
in-store buying behavior
at the HH level.
Website Visiting & Search
UPC Scan Data
US Internet Users
60 Million Households
Source: comScore, 2011
On average, website visitors spend 37%more than non-visitors …
For 20% of brands, web site visitors bought LESS THAN non-visitors. What does that say about the quality of the online experience?
but one brand achieves a 105%incremental spend from visitors vs. non-visitors
On average, website visitors pay 8% less per unit than non-visitors … couponing strategy?
but some marketers earn 2% higher unit price from visitors using brand value messaging
Website visitors spend 53%more in the category than non-visitors …
and purchase 58%more units in the category
Internet ROI Study results
Value of one Brand
Which CPG web site features maximize off-line sales?
Business impact: Marketers need to generate a constant stream of fresh content in all channels to keep consumer attention and increase purchases.
Product Ratings & Reviews (Video)
eNewsletter Program Signup
margin +$15.5 million
This is a BIG opportunity to drive engagement with the brand!
Friends of Fans
Spend per Household for Brand X and the Category
Brand X Friend of Fan
Non Fan or Non Friends
Compare the demographics of your website visitors and Facebook Fans to total Internet composition