Breaking New Ground in Online-to-Offline (O2O) Attribution with XACT Insights

How ADA helped a leading regional bank with a strong
presence in Singapore (the client) translate and attribute
its online marketing efforts to offline customer footfall.

Breaking New Ground in Online-to-Offline (O2O) Attribution with XACT Insights

How ADA helped a leading regional bank with a strong
presence in Singapore (the client) translate and attribute
its online marketing efforts to offline customer footfall.

The Scope

The biggest challenge in running online marketing campaigns is to measure offline impact, or sales that happen in a physical store. In measuring online impact, you can simply install a conversion tracker from distinct marketing channels (search/social/display) and measure which channel attributed to how much sales, down to the last penny. But many brands struggle with doing the same for their offline sales.

The client was struggling with the same problem. They were eager to spend their marketing dollars on digital channels to drive footfall to their branches; but they also wanted a solid and dependable way of measuring how much of their digital ad spend was contributing to physical footfall. On top of that, they also wanted to measure the success of their campaign by the number of customers they can lure away from competing banks.

In a nutshell, they needed an online-to-offline (O2O) 360-degree view of their marketing efforts.

The Masterfully Delivered Solution

ADA managed to break new ground as we successfully translated offline impact from online marketing efforts to offline efficacy. To be more specific, we were able to track the impact on physical footfall for the client, as a direct result of their digital marketing campaign. But the measurement didn’t stop there – thanks to ADA’s proprietary Data Management Platform (DMP) XACT, ADA in Singapore was also able to measure the impact on competitor’s physical footfall, i.e. whether the competitor’s regular footfall was impacted by the client’s digital marketing campaign.

That is a dimension most marketers or brand managers rarely get to explore. Measuring the impact of your own campaign in terms of sales and brand awareness has almost become a routine. But what kind of impact does it have on your competitor’s efforts? This is an important aspect of marketing campaigns, be it digital or traditional.

At the end of the day, market share is limited, and eventually you will have to pull customers from your competitors in order to sustain an upward growth trend.

But there are precious few advertisers who can answer these sorts of questions for their clients:
• How many consumers did we pull from our client’s competitors?
• How many of our competitors’ customers walked into our store and considered our products and services instead of their existing ones?
• If we couldn’t sway them entirely into purchasing, did at least we make enough of an impression to have them physically visit our sales outlets?

The Campaign

One of the greatest competitive advantages ADA has over conventional agencies is a large pool of data harnessed from 375 million consumer profiles. Aided by a massive pool of big data, we were able to painstakingly craft accurate consumer profiles, the exact values, routines, hobbies, activities, and personality traits that describe the lion’s share of the client’s customers. Then comes the next step – designing creatives around that consumer profile.

For example, we found that a whopping 55% of the client’s customers are leisure travellers, therefore a lot of the campaign creatives were produced around the themes of “quick getaway” and “dreaming of your next escape”, or in short: travel-based themes. Similarly, retail/value shopping, consumer electronics, and sports/fitness were also defining traits of the kind of consumers the client wanted to target with their digital marketing campaign, and therefore these themes were heavily reflected in the creatives we designed – and the results were fabulous!

Asian family with 2 years old toddler baby boy child walking barefoot on the beach in water at sunset. Father Mother and Son relaxing on vacation, Family travel, Strong Family Relationships concept

58% Family with kids

55% Leisure travellers


50%-57% Runners, Outdoor Sports Lovers

Young asian man smiling using smartphone in subway or sky train

55% Take Public Transport

o2o case study value shoppers

53% Big Box Retail or Value Shoppers

Woman shopping for microwave in appliances store.

55% Consumer Electronics Buyers

Images: A small fraction of the client’s target group’s personality traits

The Results

So, how did ADA manage to measure the number of customers who were enticed from the client’s competitors? While the technology behind it is rather complex, the concept is quite simple.

XACT, our proprietary Data Management Platform (DMP), allows us to measure the unique number of customers that are seen at the client’s and its competitor branches (before and during the campaign period).

73% New Customers

40% New Customers from Competitor

Out of the 12,386 customers who visited the client’s branches in Singapore during the campaign, 73% were new customers and 40% of those new consumers were snatched from the clients’ biggest pool of competitors – an unprecedented achievement for the client with a strong presence in Singapore!

While for this particular case study, XACT was only used for online-to-offline attribution, it can also be used for omni-channel attribution. Therefore, you can get a full 360-degree overview of which channels are actually making a dent in the sales figures and walk-ins.

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