Onsite QA Calculations

Question 1

What attribution methodology is used for Onsite?

Answer 1

14 day look back post ever impression, they have up to 14 days to make an instore and online purchase

Question 2

How do we extrapolate stores?

Answer 2

Match Rate 50%,take the purchase value and divide by the match rate. ie, 100/50 =200

Question 3

Why is AOV online higher than in store?

Answer 3

Since our MCOM shopper is exposed to media and closer to the checkout point, they have a higher propensity to checkout online, rather than having to drive into a store

Question 4

Can we de dupe onsite & offsite customers

Answer 4

we are not able to dedupe customers between both channels ( onsite & offsite), due to the way the data is ingested back into our data warehouse

Question 5

What is the optimal frequency?

Answer 5

We have frequency caps in place where we are averaging 1 x a week / every other week

Question 6

What is the conversion rate/cost per acquisition

Answer 6

conversion rate is % of users who are checking out ( orders/visits), it doesn’t tell you the sales volume. Cost per acquisition is cost/people and doesn’t provide revenue

Question 7

How do i find my click through revenue %?

Answer 7

Omni sale click through as our numerator. denominator is our click through revenue and our view through revenue

Question 8

Why is store AOV higher in some cases in stores versus online?

Answer 8

Lets consider the product, if its something that people will go into store fore , they are likely upsold in stores