Mike's Hard Lemonade: Measuring Digital That Drives Retail Sales

It’s refreshing when the head of marketing for a Consumer Packaged Goods (CPG) brand opens up and shares his insights on best practices around tracking and measuring the impact of digital marketing that drive in-store sales. For years, this has been a challenge as the ecosystem between retailers, data providers and manufacturers has been relatively immature.

This summer, I had the opportunity to speak with Sanjiv Gajiwala, VP of Marketing at Mike’s Hard Lemonade and I asked him about how he had effectively streamlined his company’s ability to directly measure the effectiveness of their digital marketing efforts. In addition to this article, you’re welcome to watch the full interview on YouTube.

Matching Facebook Ads to Credit Card Purchase Data

“We work with Oracle and their data provider, Datalogix which actually looks at our Facebook ads and the users that are exposed to those Facebook ads and connects that back to their credit card and purchase behavior,” says Gajiwala. “Datalogix has a way of matching users to their actual purchasing and what we’ve really been able to learn from that has been incredible.”

Gajiwala explains that Datalogix fits within Mike’s Hard Lemonade’s social listening ecosystem. “We’re looking at brand health and what people are saying, but it helps us complete the picture with their purchase behavior,” he says.

Key Learning From This Purchase Behavior Data Layer

“We’ve learned some really incredible things,” says Gajiwala, “People who are exposed to our [Facebook] ads that are Mike’s users are spending 5% more. And 84% of people exposed to Facebook ads on Mike’s definitely would or are very interested in purchase Mike’s after seeing the ad or our content we’re promoting. You start to see that both of these numbers start to synch up, which helps validate what we’re seeing in the soft data versus through the register data.”

Digging in a bit further, Gajiwala acknowledges that this work with Datalogix does not allow Mike’s Hard Lemonade to segment by individual retail store since the data provided is driven by credit card purchases. “Instead of looking at [individual] retailers, we are able to look at the segments of our consumers between heavy, medium and light users and understand what kind of content and what kind of behaviors we can expect from that different type of consumer.”

Breaking Down Geographical Relevance

As Mike’s Hard Lemonade is sold nationally, I asked Gajiwala about how they review the geographical relevance of the sales data driven by their digital marketing efforts. “Datalogix and Oracle are doing the mashination including geographic and penetration data,” he said, with the understanding that some of these insights are a combination of Facebook geographic data and credit card transactional data.

This gives Mike’s Hard Lemonade an additional layer of insights that help with better understanding purchase habits by consumer segmentation (i.e. heavy to light) overlaid with geographical penetration insights to help with better understanding geographical flavor profile preferences and where marketing budgets are best spent on a local geographical level.

Insights Leading to Incremental Investments in Social Strategy

“Through this work we uncovered that there were a whole group of people that, profile-wise, were like our Mike’s heavy users that we weren’t reaching,” Gajiwala said. “They were heavy [Flavored Malt Beverage] users, but they weren’t really engaging with Mike’s. That lead to an incremental investment in our social strategy.”

This allowed Mike’s Hard Lemonade to then track back to see if they are getting the same sort of lift from this new target of previously ignored heavy non-Mike’s users and determine if the incremental investment is performing in a similar fashion to their core marketing investments.

“Our prospecting and our farming strategies are both different on social but just as measurable,” Gajiwala said. That is to say, with a relatively small team, everyone at Mike’s Hard Lemonade is accountable to the data.

What Gets Measured, Gets Managed

The bottom line here is that with the addition of the Datalogix reporting, Mike’s Hard Lemonade is finding new opportunities that it had previously ignored while, at the same time, seeing the direct impact on retail sales from its digital marketing efforts. This is the growing trend at retail. With a growing number of options to track and measure marketing impact, your ability to interpret data gives you a competitive edge. The most effective content and social media ads will receive increased and even incremental budget to ensure brand health and continued sales growth at retail.

For more on this topic, see these two related articles: What It Takes to Exceed Shopper Expectations and Empower Retail Employees and Not All Retailers are Contracting. Here’s the Secret From One That’s expanding.

Tech

IDG Contributor Network: Digital Ecosystems: Do Not Do It Alone!

As software becomes an increasingly large part of an enterprise’s external expression, traditional physical ecosystems—such as suppliers, resellers, and retailers—need to be supplemented, and in some cases supplanted, by new software ecosystems.

Consider Walgreens, a customer of my employer, Google. To interact with customers, Walgreens doesn’t merely operate physical stores and provide first-party apps and websites. On the contrary, it also expresses core services—such as filling prescriptions or ordering photo prints—as APIs. This enables developers and partners to easily integrate Walgreens services into their own products, which in turn enables Walgreens to extend its brand presence into ecosystems it neither owns nor had to build.

To read this article in full or to leave a comment, please click here

CIO Cloud Computing

IDG Contributor Network: Cloud API integration platforms make the digital economy work

In the digital economy, integration and collaboration involving platforms and applications is essential for success. Whether with a startup or a mature enterprise, one of the most important strategic initiatives a business puts forth is the design and implementation of a clean and efficient SaaS-based application programming interface (API) integration system.

“APIs are important because no man is an island,” says Matthew Woodget, CEO of Go Narrative, a Seattle-based marketing consultancy specializing in storytelling for business. “We are interconnected and our technology needs to be too.”

To read this article in full or to leave a comment, please click here

CIO Cloud Computing

Cisco unveils Hierarchy of Needs for the digital enterprise

The European edition of Cisco Live took place this week in Berlin, which is a fitting location given the amount of innovation happening in that city right now. If you ever find yourself in Berlin, be sure to check out Cisco’s Open Berlin innovation center where inventive start-ups are building and showcasing solutions that run on Cisco technology.

Innovation and digital transformation are linked together like Kirk and Spock. You can’t have one without the other. At this week’s event, Ruba Borno, Cisco vice president of growth initiatives and chief of staff for the office of the CEO, gave her first-ever keynote to a Cisco Live audience. Not surprisingly, she focused on digital transformation. However, unlike many keynotes I have seen, Borno didn’t just talk about digitization at a high level. Instead she was more prescriptive and gave the audience a guide on how to proceed with making the shift to a digital enterprise. 

To read this article in full or to leave a comment, please click here

Network World Cloud Computing

IDG Contributor Network: Digital transformation: Not your grandfather’s bank

Changes in the way we do business with banks are rarely initiated by banks themselves. Instead, banks are often forced to adapt because of technological advancements that are shifting social culture and customer expectations.

Just as mobile technology made selfies the norm, the introduction of new technologies is changing banking as we know it; paying by a social media app or on-demand lending are just the start.

Keeping up with customers

Established banks have an array of touchpoints with their customers that generate valuable insights about who their customers are. Yet all too often, banks do not act on those insights and pass up the opportunity to create a great customer experience.

To read this article in full or to leave a comment, please click here

Network World Cloud Computing

Taking digital tech to the farm

david black cio chs LinkedIn

David Black, CIO of CHS

Ten years ago, a farmer may have found the information he needed to run his farm at the local coffee shop. He may have asked neighbors how their crops did that year, and then made planting and pricing decisions accordingly.  

Today, progressive farmers, armed with iPads, can see real-time information on the quality of crops over every inch of their farms. They can apply seed, nitrogen, and irrigation recommendations based on historical yield performance and future weather patterns. And they can do modeling, based on current market prices, to determine how to best hedge that grain. 

To read this article in full or to leave a comment, please click here

CIO Cloud Computing

IDATE unveils the theme of the 37th edition of the Digiworld Summit: Digital FirstICT players vs. the new disrupters



From 17 to 19 November 2015, the 37th annual DigiWorld Summit will bring together 150 top-tier speakers to Montpellier to share their views with the more than 1,200 participants from over 30 countries. French Tech will also be in the spotlight during the 2nd annual DigiWorld Week and at the inaugural DigiWorld Awards.

Under the banner of “Digital First” IDATE will host debates on the core trends shaping telecom, IT, Internet and media markets, with the knowledge that digital technology is entering a new stage in its ubiquity, becoming the vehicle of a major overhaul in many sectors: energy, insurance, finance, health, automotive, travel and tourism. “But,” says IDATE CEO, Yves Gassot, “this digital verticalisation also represents a new challenge for IT, telecoms, Internet and media industry stakeholders. They may see new growth opportunities, but also challenges as innovation cycles are accelerating, as they consider the shifting outlines of their business and contend with new digital intermediaries.”

This new stage in the digital transformation is being spurred by ubiquitous wireline and wireless connectivity, the economies of scale of cloud computing, and the power of real time data processing algorithms. But it is being amplified by the rise of connected objects, and the promises of 3D printing, of artificial intelligence and the collaborative economy. A profound transformation of the economy that is already materialising in changes to production and distribution infrastructures, in the accelerated shift from product to service and the profusion of channels for interaction with end users.


What do vertical companies (media groups and TV networks, insurance, automotive, travel, retail, etc.) want from digital industry players (telcos, OTT, IT)?
How should digital industry players position themselves with respect to the digital transformation in vertical markets?
How can the Web’s top destination platforms cohabitate with the vertical markets’ new digital champions?
This year’s Guest Country: China. Can China combine the power of its recently acquired positions in Internet and telecom markets with its manufacturing ambitions?



More Cloud Press Releases

BiblioBoard Announces Version 6.0: Raising the Bar for the Library Patron Digital Experience

BiblioBoard initially launched in 2013 and immediately won several publishing and library industry awards for design excellence. Today, in advance of this year’s American Library Association conference, the company announced the first major upgrade to the BiblioBoard shared cloud service. In addition to an upgrade and modernization of all the technology to support robust scalability, performance and security, the BiblioBoard 6.0 release represents a complete redesign of the patron user experience, offering libraries a digital service similar to consumer media products. The release also offers numerous personalization features for both librarians and patrons.

Andrew Roskill, BiblioBoard founder and CEO, believes this is the next logical step for the company as they push the library digital experience closer to the mainstream. “We have always articulated a goal of making the digital experience from the public library every bit as good as that of the consumer media companies that dominate our digital attention. Usage and needs drives funding, and a world-class digital experience is no longer optional for libraries. We are happy to have so many innovative libraries working with us on creating that experience.” The company uses a “shared software” approach that lets their customers contribute ideas on the development of features with the entire user community sharing in those enhancements.

Notably, some of the new BiblioBoard 6.0 features are:

Enhanced Branding: The interface is fully branded for the library—insuring libraries do not lose patrons to outside systems
1-Click Reading: One-click reading of all books (over 100,000 today) from the homepage (no checkout systems)
A Single User Experience for All Media: All library electronic resources (books, videos, images, historical databases, audio) can be discovered and consumed in a single user experience with no bounce out to other “silos” or other third party products
Patron Privacy & Security: New enhancements to let patrons have anonymous sessions and increased security features to protect patron data
Patron Engagement Tools: Libraries control the homepage and publish their own media bundles to patrons in a manner very similar to social networks to increase patron engagement
Patron Boards: Patrons can create their own “boards” to increase digital engagement and ease of use
World Class eReader: Newly upgraded readers for ePubs and PDFs with improved reader tools
World Class Media Players: Newly upgraded video players, audio players and image viewers
Accessibility: Lays the groundworks for a new level of ADA accessibility by creating new browsing and visual frameworks for more rapid development around ADA guidelines
“We listened to libraries on what we were doing right and what we could do better. This new release incorporates two years of that feedback and sets a new bar for what library patrons should expect in a digital library experience,” added Roskill. “We are not another library ebook lending platform; we hold ourselves to a higher standard. It’s beautiful, intuitive, simple and engaging. It’s everything the library digital experience should represent.”

The company will be demonstrating BiblioBoard 6.0 at ALA at booth 1146.

About BiblioBoard

BiblioBoard is the PatronsFirst™ mobile library. The folks behind BiblioBoard are a powerful team based in Charleston, S.C. They aim to transform access to information by providing a world-class user experience that thrills library patrons and is profitable for publishers. BiblioBoard is moving library content delivery into the future in a sustainable way. BiblioBoard, used by nearly 2,700 libraries and in three statewide eBook projects, reaches 30 million patrons. BiblioBoard has won numerous design and product awards including the 2014 Modern Library Award.

Contact:    

Hunter Horton

PR & Marketing Coordinator

hortonh(at)bibliolabs(dot)com

http://www.biblioboard.com







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