DATA LAYERING THAT TURNS UP THE HEAT ON SALES Smarter advertising generates $1MM in incremental sales for home appliance manufacturer How do you intelligently activate consumers who are already deep within the path to purchase? You do it by basing your campaign on the right combination of online, offline, and supply chain data. A leading home appliance manufacturer saw this firsthand when it worked with MaxPoint to generate sales of its kitchen appliances at home improvement retailer locations. We served targeted digital ads to the right customers in the right neighborhoods. Doing so increased brand awareness and drove demand for the company’s products in stores across the United States. Campaign Goals • Generate incremental sales of the manufacturer’s kitchen appliances • Activate consumers already deep within the path to purchase MaxPoint built the campaign on a foundation of three data layers: 01. Offline Data We pinpointed neighborhoods that matched the demographic profile, had interests in home improvement and do-it-yourself projects, and were located within a dynamically optimized radius of the home improvement retail stores. 02. Online Data MaxPoint reached consumers who were further along in the path to purchase by targeting neighborhoods that over-indexed for recent visits to the brand’s website. 03. Store-Level Data We used real-time sales data to ensure each store had adequate product inventory before turning on the digital ads. During the campaign, we used point-of-sale data to locate the best-performing stores so we could leverage their momentum to accelerate sales velocity even more. $1MM IN INCREMENTAL SALES maxpoint.com | 800.916.9960 3:1 ROI 23% SALES LIFT FOR ADVERTISED PRODUCTS 29% SALES LIFT FOR RELATED PRODUCTS © 2015 MaxPoint Interactive, Inc. SALES VOLUME SALES PERFORMANCE INDEX RELATIVE TO BASE PERIOD 1.4 1.3 Control Stores 1.2 Test Stores 1.1 1.0 0.9 0.8 MaxPoint measured results by comparing sales at test and control stores. Test stores consistently outperformed control stores, demonstrating positive sales lift as a result of the campaign. 0.7 0.6 W K 09 08 K W W K 07 06 W K 05 K W W K 04 03 K W K W W K 01 02 0.5 What This Approach Brought to the Table MaxPoint’s data layering approach brought three key benefits to the company: 01. Optimized Targeting Website visitor data allowed us to find and convert consumers who were further along in the sales cycle. 02. Incremental Sales Using real-time sales data, MaxPoint was able to optimize its advertising toward the best-performing, high-volume stores, boosting sales across the category. This resulted in 23% increase in average daily sales per store for advertised products and 29% lift for the brand’s related products. Overall, the campaign generated a seven-figure increase in sales across the brand’s portfolio. 03. Quantifiable ROI Because we used digital ads to drive in-store sales, we were able to pinpoint conversion and calculate ROI from the marketing spend. For this campaign, we achieved an impressive 3:1 return on spend. Audience Profile Women aged 35–54 Household income above $75,000 Interested in home improvement Ultimately, MaxPoint’s approach leveraged the right data sources to make smarter advertising decisions for the Located within a dynamically optimized radius of stores home appliance company, leading to intelligent activation of consumers and higher national sales. maxpoint.com | 800.916.9960 © 2015 MaxPoint Interactive, Inc.