Proprietary and Confidential Digital Marketing for Local Businesses & Brands MEASURING SUCCESS OF ONLINE ADVERTISING INITIATIVES Bob Bradley – VP Sales

AGENDA Changing Landscape Offline Attribution Measurement Tools New Technology Questions

CHANGING LANDSCAPE

Closing the loop from traditional to digital marketing. Win the last marketing mile!

Online Decision Making Moment

Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011 In 2011, the average shopper used 10.7 sources of information before actually buying

ZMOT

5:16 Time Spent Online TV 4:31

Mobile is Driving Offline Shopping

Why Mobile In Store?

Embrace Mobile

Online video is the new TV

5 Million: ZERO TV Households in the US

6 billion: hours of monthly Youtube watching

Jumping into the New Normal of local furniture shopping

YOUR DIGITAL FRONT DOOR

Home furniture searches are skyrocketing

“home furniture” monthly U.S. searches 130 M Category “La-Z-boy” monthly U.S. searches 7.5 M Brand “living room sofa” monthly U.S. searches 20 M Product Local Search Becomes the Discovery Tool Furniture shoppers use on average 14.8 sources of information to help them make their decision

Sources of Information

Reach New Customers of visits driven by “furniture” searches are from new prospects 90%

Win the Decision Making Journey of furniture shoppers discover brands they were unaware of via mobile search 44%

Marketing Imperative

ATTRIBUTION & MEASUREMENT

Traditional Online Metrics Impressions Web Visits Time on Site/Pages Visited Online Conversions View Through Conversions

Google Analytics makes customer insights easily accessible and measurable HOW? Traffic Sources Reports :// WHO? Audience Reports WHAT? Content Reports WHAT VALUE? Goals & Ecommerce Reports

These insights are portrayed through a common set of dimensions and metrics Metrics A metric is a measurement Number of visits Number of visitors Page views Time on site Dimensions Dimensions describe attributes Visitor city or region Referring traffic source Browser type Operating System

How Google Analytics Works Data is sent to Google’s servers Data is processed and pre- aggregated GA made available in the user interface or through the API GA UI API The GA javascript begins to fire _trackEvent(category, action, opt_label,opt _value,opt_noninteraction) _gaq.push ([‘ trackEvent', 'name', 'label', value,true]); trackEvent(category, action, opt_lab el, opt_value,opt_noninteraction)_ga q.push (['_trackEvent', 'name', 'lab el‘,value, true]);trackEvent(categ ory, action, opt_label,opt_value opt_noninteraction)_gaq.push (['_trackEvent', 'name', 'lab el', value, true]);trackEven t(category, action, opt_la 2a 2b2c GA cookies are read from, and/or written to the browser by the javascript code A GIF request is created and sent to the Google servers Your Website loads on any device

Aggregate Data Views Simple numbers that represent total performance during the given date range

Trends over Time Line charts that show changes in a metric over time.

Four types of conversion goals A URL Destination goal triggers a conversion when a visitor views the specified page on your site. A Time on Site goal triggers a conversion when a visitor spends more or less time on your site than the threshold you have specified. A Pages/Visit goal triggers a conversion when a visitor views more pages or fewer pages than the threshold you have specified. An Event goal triggers a conversion when an event that you have defined occurs.

With customization, you can track nearly anything Yoursite.com Paid Search Referral Direct Social Organic Search $ Is only automatic if AdWords is linked. Otherwise requires manual tagging. Visits from these sources will get categorized as referral traffic if not tagged. Affiliate Display

TECHNOLOGY

BUILD A BRIDGE TO IN STORE REVENUE

Estimated Total Conversions Location Extensions Local Inventory Ads Advanced Call Tracking Cross Device Conversions Store Visits

Local Matters

Local Extensions - Mobile

Location Extensions

Local Inventory Ads

Call Tracking

Advanced Call Tracking

Cross Device Conversions

Store Visits (Beta)

Complex consumer journeys, an attribution challenge Many consumers start their research online and end up visiting & buying at a physical location. We want to help you measure this and capture the value MomentSearchConversionReport

Customer clicks on AdWords search ad on computer, tablet or mobile device Customer visits store Store visit reported Introducing the Store Visits Beta New reporting on how online ads lead to store visits will help to measure the full value of your online ads

Why use Store visit reporting? Key Benefits Improved measurement For the first time, see how your online ads are driving in-store visits Better attribution Incorporate data points into attribution models & media mix modeling Break out mobile See in-store visits driven by mobile devices to better understand & value the mobile channel We want to show you the value of your online ads beyond simply online conversions CONFIDENTIAL

Win the local furniture decision making journey 1 Exceed customer expectations 2 Communicate in context 3 Build real brand engagement online 5 Attribute value & make decisions in real-time 4 Be there when people make choices about furniture More choices = more chances to win or lose Provide the best experience for the right device Test! Make quick decisions to cut down waste Your customers are everywhere, put your best foot forward