Do Google Ads Drive Sales in Brick-And-Mortar Stores? Paper Co-Written by APT SVP Jonathan Marek Presented at the Wharton Customer Analytics Initiative Annual Conference

Applied Predictive Technologies (APT) announced that the paper “Cross Channel Effects of Search Engine Advertising on Brick & Mortar Retail Sales: Insights from Multiple Large Scale Field Experiments on Google.com” was presented at the Wharton Customer Analytics Initiative (WCAI) Annual Conference on April 30, 2015 in Philadelphia.

The paper, co-written by APT SVP Jonathan Marek, Santa Clara University professor Kirthi Kalyanam, Google VP John McAteer, and University of Minnesota professors James Hodges and Lifeng Lin, focuses on quantifying the true cross-channel impact of Google search engine advertising. To measure the impact of search engine advertising, the authors analyzed results of 15 independent in-market experiments implemented by APT and measured with APT’s Test & Learn® software. The paper also explores more specific findings, such as how results varied by type of retailer. The paper estimates that retailers who carefully build their advertising strategy can realize significant increases in sales.

APT SVP Jonathan Marek commented, “We are honored to have this paper accepted into the prestigious WCAI Annual Conference. The findings of this paper strongly support the idea that truly incremental sales generated from advertising can be successfully measured through in-market experimentation. This study is also unique in that it aggregates findings across companies. These companies specifically allowed us to perform meta-analysis across their online ad campaigns, and enabled us to segment results across different types of retailers and product categories. In business settings it is very rare to be able to meta-analyze a population of experiments across time and across companies. For years, companies have wrestled with the question of whether online ads generate sales in their offline locations. By deploying online ads in some markets and not others and measuring sales in each channel on a test vs. control basis, companies can understand the true omnichannel ROI of their advertising investments. As the paper shows, they may find that the impact of digital and search engine ads extends much farther than clicks.”

To read the full paper, please visit http://download.predictivetechnologies.com/wcai/.

To learn more about APT, please visit www.predictivetechnologies.com.

About Wharton Customer Analytics Initiative (WCAI)

Wharton Customer Analytics Initiative (WCAI) is the preeminent academic research center focusing on the development and application of customer analytic methods. Acting as “matchmaker” between academia and industry, WCAI has a broad impact on the practice of data-driven business decision-making, and the dissemination of relevant insights to managers, students and policy makers.

About Applied Predictive Technologies (APT)

APT is a leading cloud-based analytics software company that enables organizations to rapidly and precisely measure cause-and-effect relationships between business initiatives and outcomes to generate economic value. Our intuitive and proprietary Test & Learn® software utilizes sophisticated algorithms to analyze large amounts of data, enabling business leaders to conduct experiments and allowing them to make optimal decisions and implement business initiatives at scale. We also offer products that support decision-making for specific business needs including transaction analysis, space planning, category management and location selection. APT’s client portfolio features some of the world’s best known brands, including Walmart, Starbucks, Coca-Cola, Victoria’s Secret, American Family, Hilton Hotels, SUBWAY, TD Bank, T-Mobile, and others. APT has offices in Washington, D.C., San Francisco, London, Bentonville, Taipei, Tokyo, and Sydney. Visit www.predictivetechnologies.com to learn more.