Post on 13-Jul-2015
transcript
OPENING KEYNOTE: MASTERING MARKETING & MEASUREMENT IN A DATA-DRIVEN ENVIRONMENT
Aaron Fetters@fettersacDirector, Insights & Analytics Solutions CenterKellogg Company
PLAYING MONEYBALL MARKETING
Mix Modeling
Wins and Losses
Return on InvestmentFinancial Success
Sales VolumeDemand creation through
Advertising, Promotion and Trade
EffectivenessOf Campaigns and Touchpoints
PLAYING MONEYBALL MARKETING
PLAYING MONEYBALL MARKETING
Mix Modeling Analytics
Wins and Losses Drivers of success
Return on InvestmentFinancial Success
Sales VolumeDemand creation through
Advertising, Promotion and Trade
EffectivenessOf Campaigns and Touchpoints
Content Quality
Media Delivery
Consumer Response
Being Seen By the right consumers
Utilizing our Primary and 3rd
Party data
Mix Modeling Analytics Application
Wins and Losses Drivers of success Field a winning team
Return on InvestmentFinancial Success
Sales VolumeDemand creation through
Advertising, Promotion and Trade
EffectivenessOf Campaigns and Touchpoints
Content Quality Shift Media MixFollowing the consumer
Link Desire and Decide
Advance CapabilitiesLoyalty Programs; Enhanced
Targeting
Media Delivery
Consumer Response
Being Seen By the right consumers
Utilizing our Primary and 3rd
Party dataWATCH BUY
PLAYING MONEYBALL MARKETING
Performance Reporting and Optimization
Effectiveness Evaluation
Data Management
and Decisioning
Programmatic Placement/ Messaging
Attribution ModelsLift Analyses
Analytic Platforms
DSPsContent Management
Addressable TVEtc.
DMPs
DATA DRIVEN MARKETING
Don’t just win
OUR APPROACH TO MASTERING
DATA AND MEASUREMENT
Four Principles
MASTERING DATA AND MEASUREMENT: PRINCIPLE 1
Measure What Matters(And do it exhaustively)
RIGHT CONTENT QUALITY
REACHING
THE RIGHT AUDIENCE
HAVING THE RIGHT IMPACT
KELLOGG MARKETING EFFECTIVENESS FRAMEWORK
KPIs
• Branded Awareness• Persuasion
• Targeting Index• Reach/Frequency• Viewability
• Effectiveness/ROI• GSV/$ Spent• Equity
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Modeling (Market Mix)
Right
ContentRight
Audience
Right
Impact
KELLOGG MARKETING EFFECTIVENESS APPROACH
SO WHAT MATTERS?
VIEWABILITY
SO WHAT MATTERS?
VIEWABILITY
THIS MATTERS
100%118%
141%
168%
At least 50% At least 55% At least 65% At least 70%
Effect of Viewability on Campaign Sales Effectiveness
Eff. Index
TARGETING - THIS MATTERS TOO
CONTENT QUALITY – THIS MATTERS TOO
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2
4
6
8
10
12
14
16
0 10 20 30 40 50 60 70 80 90
Sale
s L
ift
per
100 G
RP
s
(In
dex)
Creative Quality: Short-Term Sales Likelihood
R = 0.82
MASTERING DATA AND MEASUREMENT: PRINCIPLE 2
Always Have a
Learning Agenda(Reserve the right to get smarter!)
AREAS TO LEARN ABOUT
Data Driven Marketing
Mobile
Cross Platform
Demo TargetF25-54
USING DATA TO UNDERSTAND AUDIENCES
14% of reach to F25-54
goes to households who
do not buy in the category
Demo Target:RTE Cereal
Category
Buyers51% of Category Buyers are
NOT reached by the
demographic target
Missed Category Opportunity:
52% of Brand X RTEC Buyers are
NOT reached by the demographic
target
Kellogg’s RTEC Brand
X Buyers
Missed Brand Opportunity:
USING DATA TO DRIVE TV TARGETING
283
270
250
255
260
265
270
275
280
285
290
295
300F25-54 GRP F25-54 Special K RTEC BRP
2012 2013
95INDEX
105INDEX
Kellogg Brand X TV Campaign Audience Delivery
Brand X Brand X
SMARTER TARGETING = BETTER RESULTS
2012
+10%
2013
+14%
Kellogg’s Brand X – Average Volume/Household
“Our cereal tastes great!”
Old way
USING DATA TO DRIVE CONTENT
16MMPurchases Diet
Foods
“Join our Challenge”
“Our cereal tastes great!”
Old way
USING DATA TO DRIVE CONTENT
Today
17MMSpecial K
Cereal Consumers
“Try our new products”
Today
16MMPurchases Diet
Foods
“Join our Challenge”
“Our cereal tastes great!”
Old way
USING DATA TO DRIVE CONTENT
16MMBreakfast Bar
Consumers
“A convenient solution”
17MMSpecial K
Cereal Consumers
“Try our new products”
Today
16MMPurchases Diet
Foods
“Join our Challenge”
“Our cereal tastes great!”
Old way
USING DATA TO DRIVE CONTENT
MASTERING DATA AND MEASUREMENT: PRINCIPLE 3
Turn Measures Into
Action
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Enhanced Planning
In-Market Optimization
Portfolio Strategies
Target Definition
Media Guidelines
Campaign Planning
Partner Evaluation
Best Practices
Weekly Optimizations
Real-time Bid Strategy
Content Activation
IT’S NOT ENOUGH TO JUST MEASURE
TURN YOUR MEASURES INTO ACTION
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Potential Actions
Blacklist and Whitelist
Frequency Cap
Activate new data source
Change placement strategy
Activate new content
Shift investment to higher
performing properties
MASTERING DATA AND MEASUREMENT: PRINCIPLE 4
Build World-Class
Teams and
Partnerships
Commitment
Excellence
Partners, Not Vendors
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WHAT IT TAKES
Thank you!