Marketing statistical analysis for retail – the Summit difference

Summit collaborates with PhD-level academics

As the UK’s only retail-focused digital marketing and eCommerce specialists, we know how to use statistical analysis to improve your online campaign performance.

Summit’s unique partnership with Durham University allows our in-house marketing experts to collaborate with PhD-level academics. These teams work together to build a highly detailed picture of your customers’ online shopping behaviour and to provide you with actionable insights.

Marketing statistical analysis for retail – Summit expertise

Insight Framework

To ensure you maximise your ROI, we have developed a retail-specific Insight Framework that informs our analysis. It comprises the following elements:

  • Conversion rule validation
    Allows you to set high/low priorities for your individual marketing channels, based upon their measurable effect on your sales.
  • De-duping
    Ensures that you attribute your sales to the right channel by diminishing the effects of duplication but without making simplistic decisions that may harm the effectiveness of future campaigns.
  • Time-based behaviour
    Aligns your campaigns with changes in customer behaviour relating to the time of day, week and month (e.g. pay day).
  • Attribution modelling
    With variations depending on brand, category, season and other factors, your bespoke attribution model will help you quantify and attribute value to each impression and click during a customer journey that leads to a sale or conversion.
  • Forecasting
    Uses attribution data to build forecasting models that help you decide where to spend your marketing budget

We can output all of the modelling information to analytics tools such as Omniture and Core Metrics, and link directly to Google Adwords via API to power your PPC campaigns.

Marketing statistical analysis for retail – Summit perspectives

We also develop tailored retail models and behavioural insights to give you new perspectives, including:

  • Budget phasing
    Trend-spotting and modelling to advise you how and where to spend your marketing budget for maximum return.
  • Post-impression analysis
    Recording and understanding the view-through, to measure its effect on your sales.
  • Impact of offline and TV
    Attributing in-store sales to the online channels that contributed to the customer journey, and evaluating the role of broadcast media in the sales journey.
  • Incremental sales value
    Understanding and quantifying the incremental sales value that you can attribute to online marketing, for calculating ROI and planning your budget more effectively.
  • Calculating lifetime value
    Determining the true lifetime value of a shopper and highlighting the marketing channels that deliver the strongest ROI.

The accuracy of our conversion tracking means the right partner is credited for the final sale, even if a customer has closed their browser and returned to the site up to 45 days later.  

John Hayes, Head of Online Development and Operations at Three
 

If you are interested in working with us,
call Paul Green on +44 (0) 203 428 5304