SweetIQ's presentation at SMX East on how to covert your online searches into in-store shoppers.

1. Get more shoppers
Offline Conversions
= Local Search ROI
SMX East New York 2015 | Sep. 28-30
Jacob Lanyadoo
Director of Sales
@MySweetIQ

2. 5.1 Million
Local businesses analyzed
312 Million
Reviews analyzed
1.9 Billion
Local listings analyzed monthly

3. Impressions
Local Search Behaviour
Conversions
Sales
Local Search

4. The ROI Dream

6. Web Search
Local Search
Behavior
In-Store Visit Sale
Online 2 Offline Attribution

7. Real World ROI

8. Who’s doing direct attribution

9. Of The Search Market
< 3%
How BIG is direct attribution?

10. Given the current attribution
gap, how can I show Local
ROI?

11. Impressions
Conversions
Sales
You need to
build a model
Impressions
Local Search Behaviour
Conversions
Sales

12. Local Search Behaviors
• E-commerce
• Coupon/Offer
• Reservation
• Download
• Beaconing
• Finding a Local Listing
→ see and go!
• Click for call
• Click for directions
• Leave Reviews
Direct attribution (no modelling) Indirect attribution (modelling req’d)

13. How do I take these data points and
build my model?

14. Calculating Local Revenue
(LSB x LSB conversion rate to store visit)
X
(in-store conversion rate to purchase)
X
Average Purchase Value
Local Revenue

15. Local ROI Model– O2O Funnel
LSBs

16. Case Study – Family Entertainment
Sales Lift
261%
from 1st month
New Revenue
$1,870
per store per month
Local ROI
1,920%
on program investment
• 700+ Locations
• Average Purchase: $170
• Started with bad local
• 11 new sales/store/month

17. Get more shoppers Come by
Booth 326
to get a
banana.
Jacob Lanyadoo
Director of Sales
@MySweetIQ