Teem Insights is a way for key stakeholders at Teemo to share their feedback and insights with the rest of the world. 


Strategies for Retail Performance Marketing

Richard

We’re here with Jaclyn Ackerman, account strategist at Teemo. Jaclyn, can you tell me a little bit about your background and what your day-to-day is?

 

Jaclyn

I head up the account strategy business here at Teemo. So anytime a salesperson signs an account, once that account comes on board, they become my responsibility. I work with our clients to make sure they’re getting everything they need from our internal teams. And I really champion their cause internally. I make sure everything runs smoothly. From insights to analytics, as requests are coming through, generally we’re just keeping the client happy. I’m always thinking about growing the business and keeping clients engaged with the Teemo brand.

 

Richard

Awesome. So here in the US, you manage a lot of accounts. Is there anything similar between the accounts you manage? What about the types of people that you talk to or the industries that they’re in?

 

Jaclyn

Yeah, for sure. So I primarily work with in-house marketing teams. Although lately have also been engaging with a lot of agencies. So, for example, when we get an introduction to a brand, we start working with their marketing team. Once their team has a high level understanding of what Teemo is we move onto the next step. By the time their team says, “okay, we want to move forward with this” they’ll then pass us onto their agency to help save some time and work through the details.

The first commonality there is the people I’m working with. Often, maybe it’s not the CMO, but it’s the person right below them. That title may be a VP or something a bit more operational. As for the types of companies, we see a lot of retail, and we are also seeing an emerging trend in grocery. But retail can be anything. We see a lot of furniture and decor brands and some higher end retailers too. And of course we have some great quick serve restaurants working with Teemo right now as well.

 

Problem Solving During Campaigns

Richard

Yeah, I’ve heard that from a few people about the QSR segment. So it’s interesting you mentioned it as well. To shift a little bit away from the positive, I know that being an account strategist, a lot of what you’re doing is helping clients resolve problems. So when problems do arise, at what point are they arising? And, what types of problems typically arise?

 

Jaclyn

Over time we’ve definitely learned to catch more common issues. So the process is getting smoother and smoother. Often I run into problems towards the end of a campaign. A client will start asking for specific insights that I wasn’t aware were on their radar. So turnaround time on those insights won’t be as quick as they would have anticipated. Or perhaps they want insights on something in retrospect. And we would have had to set up the campaign a certain way from the start to glean those insights. Then at that point we don’t have exactly what they’re looking for. But since we sit on so much granular location data, we’re typically able to put something together for them that still scratches that itch.

 

KPIs and Measuring Success

Richard

So we’ll talk a little bit about the types of metrics that we measure and the markings of success that clients like to see. I know that there are a few ways to measure results in any campaign. Things can get complex when measuring retail visits. Can you tell me a little bit about the KPIs that a client might request?

 

Jaclyn

Typically people are either looking for cost per visit, visit volume, or incremental lift. Though I’d say cost per visit is the most common. And I think that’s really where Teemo shines. Because our data is so granular and our targeting is so efficient, our CPVs tend to be more efficient than the competition. No matter what, we have to make sure our results are really accurate and really robust. We’ve even started engaging with third party measurement attribution partners like Placed, Cuebiq and other competitors in that space. Those companies already have a really strong model for measurement. Plus we get third-party verified results.

 

Richard

In the world of retail, seasonality is a huge force. Black Friday is coming up, the major holidays as well. Do you see that type of seasonality having an influence on when clients run campaigns and how they want to allocate their budgets?

 

Jaclyn

Yeah, for sure. That’s really the age old thing in retail, that budgets just jump up in Q4. I tend to advise clients a little bit against that. Not that they shouldn’t spend more in Q4. Of course they should around Black Friday and the holidays. But it’s often better to start a bit earlier. Marketing should really be top of mind year-round so that you’re not only bombarding customers with messaging during the holidays, when everyone else is doing the same. But there are also different seasons for different categories. So if you’re working with an office supply store, you know they’ll probably want to do a bit more around back-to-school. As will certain other retailers. But, when it comes to home improvement stores, for example, you start seeing strong activity during the summer and spring. People are doing more home improvement and redecorating during those times, so they’re shopping for fixtures, tools and furniture. But to have the most significant impact, serving ads year round can build a lasting layer of trust and positive brand sentiment.

 

Richard

You talked a little bit about what have you seen as an account strategist. Can you tell me one underrated vertical that could really benefit from location-based advertising?

 

Jaclyn

I don’t think grocery is taking enough advantage. I think grocery is pouring millions of dollars a year into circulars and traditional advertising. But a lot of people never even see those circulars. And it’s never guaranteed that people are seeing it. With what we do, you can be certain you’re getting in front of a real person. And you can measure the results. We are working with a couple of grocers right now and we’ve seen really great results. That’s something that, over time, will definitely increase.

With digital, you can be changing out your ads every day if you want to. So if you’re running different promotions, you can make sure most relevant and timely messages reach people rather than simply sending a coupon. In the latter case, if the person doesn’t get to the store this week, the coupon could be expired by the time they’re ready to take action. Digital really solves that problem.

 

Richard

It sounds like you really have your ear to the ground on this topic. What do you foresee for the future of location-based marketing?

 

Jaclyn

The trends show that there’s going to be a big crackdown on privacy and that’s where Teemo comes into play. We’re already compliant with GDPR, and ready for CCPA. Some of our competitors in the space could be struggling with that when CCPA hits. And I know we’re ready. And we’re excited for the challenge.

 

Richard

Awesome. Thank you, Jaclyn. Appreciate you being here.


Jaclyn Ackerman, Retail Account Expert

Jaclyn Ackerman handles Account Strategy at Teemo for brands with retail locations. Jaclyn has worked at Teemo since the fall of 2018. She has been in the advertising technology industry for 4+ years. In her free time, she can be found practicing yoga or cooking for family & friends.  Find Jaclyn on LinkedIn.