The Challenge
Publicis Groupe manages advertising campaigns for a large variety of retail clients, driving sales across all of their physical and online stores.
The company’s contribution to sales is evaluated using ROAS (Return on Ad Spend – the revenue generated from campaigns)
however, this tells only part of the story, as it correlates only revenue generated on digital stores to digital advertising and doesn’t take into account the revenue generated at the physical store, that originated from a digital campaign. The team at Publicis Groupe was looking for a KPI that would be more precise and reflect both, revenue generated online and in-store.
The solution – 360° view of online and in-store sales
Weezmo’s Marketing Platform was exactly what Publicis Groupe needed to determine the impact of digital campaigns on their client’s revenue. The Offline Measurement feature captures both, in-store and online sales data, accurately indicating the entire revenue generated from the advertiser’s digital campaigns. The software-based solution is installed on the retailers’ POS system and eCommerce platform. The link between campaign and revenue is then established through a digital receipt: When customers opt-in for the digital receipt, Weezmo connects the advertising activity with the transaction.
As their clients installed Weezmo on their POS, Publicis Groupe received access to attribution data, enabling them to see the precise ROAS in real-time.
The in-depth insights from Weezmo’s Marketing platform, also led to a greater accuracy: Publicis Groupe was able to see the ROAS breakdown by ad, enabling them to evaluate the effectiveness of a given creative approach or ad, and optimize the budget based on actual revenue, and not only by impressions and clicks. As a result, the media team discontinued ads and campaigns that did not yield online or in-store revenue, and allocated that budget better.
Within 6 months, Publicis Groupe was able to grow their customers’ revenue by 50% and more!
Revenue growth also means that the ROAS was climbing. Looking at the ROAS and the overall ROI growing, clients were ready to increase their marketing investment: “Once our clients saw where growth was coming from, they allocated more funds to the advertising campaigns.”, says Asaf. “Clients are willing to grow their ad spend as long as the ROAS remains high.” And as advertisement budgets grow, the advertiser’s revenue grows too. Working with Weezmo in the retail sector is a significant advantage for Publicis Groupe.
“We present Weezmo to every new retail customer, and feel it is an integral part of our offering in the digital arena.”
The partnership with Publicis Groupe is a classic win-win-win. “We are building a strong strategic partnership here,” says Ilan Buganim, VP Business Development at Weezmo. “Publicis Groupe is an ideal partner to take full advantage of Weezmo’s entire capabilities, and together we bring an exceptional added value!”
