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A D V E R T I S I N G A N A L Y T I C S 2 . 0V I N N I E G U L I S A N O
T E L E V I S I O N
T E L E V I S I O N
R A D I O
R A D I O
P R I N T
P R I N T
V S
ON L I N E
O N L I N E
M E D I A M I X M O D E L I N G
def in i t ion
a model for knowing precisely how all of the moving parts of an advertising campaign collectively drive sales and what happens when you adjust certain variables.
m e · d i · a / m i k s / m ä d l - i N G
S W I M L A N E S
50
37.5
25
12.5
0
s o c i a l m e d i a p p c e m a i l t w i t t e r o r g a n i c s e a r c h t v a f f i l i a t e s p r d i s p l a y A d s
A s s i s t e d S w i m L a n e
S W I M L A N E S
N I S S A N E X A M P L E
Q U E S T I O N S
01
02
How did this combination of advertising exposure interact to influence the customer?
Is Nissan investing the right amount of budget at the right points in the consumer journey?
D A T A D E L U G E
Every day, three times per second, we produce the equivalent of the amount of data that the Library of Congress has in its entire print collection. Most of it is...irrelevant noise. So unless you have good
techniques for filtering and processing the information. You’re going to be in trouble.
- Nate Silver, Statistician
““
O L D W O R L D
N E W W O R L D
V S
Implementation of Analytics 2.0 means building the required infrastructure and merging it in organizational culture, strategy development and operations. Any company can begin that journey;
businesses that don’t will be overtaken by those that do.
“
“
AT T R I B U T I O N O P T I M I Z AT I O N A L LO C AT I O N
A T T R I B U T I O N
Gather Data
Know what to focus on
Data pars ing can revea l ass i s t rates
Customer journeys are impor tant
U S I N G S T A T I S T I C A L M O D E L S I N A T T R I B U T I O N
A T T R I B U T I O N O P T I M I Z A T I O N
How rea l -wor ld scenar ios a f fect your market ing mix .
Used to ident i fy the impl icat ions of adver t i s ing.
Must have spec i f ic S .M .A .R .T. goa ls
War-Gaming can be used as a compet i t i ve ana lys i s for “unknowns”
( W A R - G A M I N G )
O P T I M I Z A T I O N A D V E R T I S I N G
s e a s o n
m a r k e t i n gact i o n s
co m p e t i t i v eact i v i t i e s
season
fuel process
unemploymentrates
othereconomicfactors
consumerconfidence
televisionads
printads
directmail
radionativecontent
paid search
socialmedia
onlinedisplay
mobileapps
Cinema
earnedmedia
publicrelations
promotions salesactivities
customerservice
competitoradvertising
new-productreleases
promotionspricing
pricing
attribution optimization allocation
1 2 3
a n a ly t i c s e n g i n e
co n s u m e r r e s p o n s e
searchonline chatter
store visitspurchasing
b u s i n e s s o u tco m e s
unit salesrevenuesmargins
market shareshare of voice
customer lifetime value
A L L O C A T I O N
The “run-and-done” model i s archa ic
Attr ibut ion and w ar-gaming ef for ts into the market
H O W A D S I N T E R A C T
NOV DEC JAN
searchqueryvolume
tv grossspending
c a m p a i g nb u d g e t
p r o d u c ts a l e s
t v p a i ds e a r c h
o n l i n ed i s p l a y
y o u t u b e
-12%
+90%
+32%
t v
y o u t u b e p a i ds e a r c h
Ad SpendingReallocation
C R E A T E A C U LT U R E O F F A C T - B A S E D D E C I S I O N M A K I N G W I T H I N A D V E R T I S I N G .
5 S T E P S T O I M P L E M E N T A T I O N
0102
0304
05
Analytics 2.0 needs to be embraced by C-level executive sponsors.
Assign an analytics-minded director/manager to be point person
Conduct an inventory of data
Start with small proofs of concept involving business, geography or products.
Test aggressively.
C O M P L E X I T I E S
R E C O M M E N D E D R E A D I N G
N A T E S I L V E R ( A U T H O R ) E R I C S I E G E L ( A U T H O R )
T H E S I G N A L A N D T H E N O I S E : W H Y S O M A N Y P R E D I C T I O N S F A I L — B U T S O M E D O N ’ T
P R E D I C T I V E A N A L Y T I C S : T H E P O W E R T O P R E D I C T W H O W I L L C L I C K , B U Y , L I E , O R D I E
T H A N K Y O U .contact information — [email protected]