Adidas Case Study On The Full Value of Mobile Marketing

00:02:15
https://www.youtube.com/watch?v=6vG0feZbj8Q

Ringkasan

TLDRIn a collaboration aimed at enhancing mobile marketing effectiveness, Adidas and I Prospect analyzed mobile consumer behavior to connect mobile interactions with in-store purchases. Nicole Mills from Adidas and Carrie Smith from I Prospect detail their findings, revealing that one in five store locator clicks leads to store visits. Using internal data, they established that store visits yield a 133% likelihood of purchase, with an average order value of $71, leading to a derived mobile conversion rate of 20% and an average order value of $80. This new methodology resulted in a significant 680% increase in ROI, highlighting the crucial role of mobile in driving retail success.

Takeaways

  • 📱 Adidas prioritizes mobile marketing as a key strategy.
  • 🤝 Collaboration between Adidas and I Prospect emphasizes data-driven decision-making.
  • 📈 Every store locator click represents a potential store visit.
  • 💰 Average in-store order value is around $71.
  • 🔄 A 20% conversion rate was applied to store interactions.
  • ✨ New methodology increased ROI by 680%.
  • 🔍 Mobile interactions significantly influence in-store purchases.
  • 🛒 Mobility redefines direct response measurement.
  • 📊 Internal data was crucial for establishing the measurement framework.
  • 🌟 Insights enabled Adidas to effectively track and optimize marketing efforts.

Garis waktu

  • 00:00:00 - 00:02:15

    Adidas emphasizes the importance of mobile connections for driving investment returns. Nicole Mills, the senior digital marketing manager for e-commerce at Adidas America, and Carrie Smith, director of Mobility at I Prospect, discuss the need to redefine direct response measurements in mobile marketing. They explore the methodology for measuring consumer behavior on mobile devices, particularly focusing on store locator interactions leading to retail visits and purchases. Through analyzing internal data, they determined a significant conversion value from store locator clicks, identifying that 1 in 5 clicks leads to a store visit, subsequently resulting in purchases worth an average of $71. By calculating a 20% conversion rate from these interactions, they concluded every store locator click is worth $3.20, showcasing a 680% incremental lift in ROI compared to previous e-commerce tracking methods. This case highlighted the potential of mobile to yield positive returns for Adidas.

Peta Pikiran

Video Tanya Jawab

  • Who is Nicole Mills?

    Nicole Mills is the senior digital marketing manager for e-commerce at Adidas America.

  • What was the goal of the collaboration between Adidas and I Prospect?

    The goal was to develop a methodology to measure mobile consumers visiting retail stores and purchasing products.

  • How much was the estimated average order value in store?

    The estimated average order value in store was about $71.

  • What was the conversion rate applied based on store locator clicks?

    A 20% conversion rate was applied to store locator clicks.

  • What was the ROI increase after the new measuring methodology?

    The new methodology resulted in a 680% incremental lift in ROI.

  • What does one store locator click represent in terms of store visits?

    One in five store locator clicks would result in a visit to a store.

  • What is the average order value derived from mobile conversions?

    The average order value derived from mobile conversions was about $80.

  • What does the case study signify for Adidas?

    The case study signifies that Adidas can effectively measure mobile interactions and net a positive ROI.

Lihat lebih banyak ringkasan video

Dapatkan akses instan ke ringkasan video YouTube gratis yang didukung oleh AI!
Teks
en
Gulir Otomatis:
  • 00:00:00
    [Music]
  • 00:00:05
    Adidas has always felt like mobile is
  • 00:00:08
    the right thing to do it's a the right
  • 00:00:10
    place for us to be it's really the
  • 00:00:12
    ability to connect the investment to the
  • 00:00:16
    return my name is Nicole Mills I'm the
  • 00:00:19
    senior digital marketing manager for
  • 00:00:20
    e-commerce at Adidas America my name is
  • 00:00:23
    Carrie Smith and I am the director of
  • 00:00:24
    Mobility at I Prospect based here in New
  • 00:00:26
    York City when it comes to measuring
  • 00:00:28
    mobile if we we were to look at a
  • 00:00:30
    onetoone response or a onetoone
  • 00:00:32
    measurement of what our Media budget is
  • 00:00:34
    driving on our mobile site we're missing
  • 00:00:36
    a big part of that picture as
  • 00:00:37
    performance marketers a lot of the time
  • 00:00:39
    we look at direct response and what
  • 00:00:41
    mobile is requiring us to do is redefine
  • 00:00:43
    direct response we're just noticing that
  • 00:00:46
    a lot of people were finding stores
  • 00:00:48
    using their device so the central goals
  • 00:00:51
    were for Adidas and I Prospect to sort
  • 00:00:54
    of come together and figure out a
  • 00:00:56
    methodology to measure consumers on
  • 00:00:59
    mobile devices is coming into retail and
  • 00:01:02
    purchasing
  • 00:01:03
    product when we worked with Adidas to
  • 00:01:05
    figure out what this equation should be
  • 00:01:07
    we used a lot of their internal data we
  • 00:01:09
    were able to then apply that one in
  • 00:01:12
    every five store locator clicks would
  • 00:01:13
    result in a visit to a store based on
  • 00:01:15
    that we knew 133% of in store visits
  • 00:01:18
    would result in a purchase and that
  • 00:01:20
    average order value in store was about
  • 00:01:22
    $71 because we knew that that one person
  • 00:01:25
    out of five of store locator clicks
  • 00:01:27
    would actually go into store it
  • 00:01:28
    indicated a higher level of intent so we
  • 00:01:31
    applied a 20% conversion rate with an
  • 00:01:34
    average order value of
  • 00:01:35
    $80 after we ran a couple of tests we
  • 00:01:38
    were able to identify that every store
  • 00:01:40
    locator click was then worth
  • 00:01:42
    $3.20 for the brand once we applied this
  • 00:01:46
    equation we found a 680% incremental
  • 00:01:49
    lift in Roi before all we would be able
  • 00:01:52
    to track was if someone made a
  • 00:01:55
    conversion in the e-commerce Channel
  • 00:01:58
    after this case study we now can apply
  • 00:02:01
    some of these assumptions to then net a
  • 00:02:04
    positive Roi at Adidas it was like aha
  • 00:02:08
    we can play in this
  • 00:02:09
    [Music]
  • 00:02:14
    space
Tags
  • Adidas
  • I Prospect
  • mobile marketing
  • e-commerce
  • ROI
  • consumer behavior
  • store locator
  • purchase intent
  • digital marketing
  • marketing strategy