Transcription
[Music] Adidas has always felt like mobile is the right thing to do; it's the right place for us to be; it's really the ability to connect the investment to the return.
My name is Nicole Mills. I'm the senior digital marketing manager for e-commerce at Adidas America.
My name is Carrie Smith, and I am the director of Mobility at iProspect, based here in New York City.
When it comes to measuring mobile, if we were to look at a one-to-one response or a one-to-one measurement of what our media budget is driving on our mobile site, we're missing a big part of that picture. As performance marketers, a lot of the time we look at direct response, and what mobile is requiring us to do is redefine direct response. We're just noticing that a lot of people were finding stores using their device.
So the central goals were for Adidas and iProspect to sort of come together and figure out a methodology to measure consumers on mobile devices, is coming into retail and purchasing product.
When we worked with Adidas to figure out what this equation should be, we used a lot of their internal data. We were able to then apply that: one in every five store locator clicks would result in a visit to a store. Based on that, we knew 133% of in-store visits would result in a purchase, and that average order value in-store was about $71. Because we knew that that one person out of five store locator clicks would actually go into store, it indicated a higher level of intent. So we applied a 20% conversion rate with an average order value of $80.
After we ran a couple of tests, we were able to identify that every store locator click was then worth $3.20 for the brand. Once we applied this equation, we found a 680% incremental lift in ROI. Before, all we would be able to track was if someone made a conversion in the e-commerce channel. After this case study, we now can apply some of these assumptions to then net a positive ROI at Adidas. It was like, aha, we can play in this [Music] space.