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Future ReadyAdvertisingMeasurement

Joris Merks-BenjaminsenHead of Digital Transformation

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The Dutch are amongst the most savvy of the world

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Yet a lot of our advertising is still somewhat primitive

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Betalen

Sparen

Hypotheek

Pensioen

Verzekering

Most branding strategies

Betalen Sparen Hypotheek Pensioen Verzekering

Consumers don’t live in a flighted world

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Haarstijlen

Rimpels

Make-up

Most branding strategies

New Shampoo

NewCreme

NewMascara

NewHair Dying

New Lipstick

Consumers seek information & inspiration

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Claiming Consumer Moments

Financieel advies, huis kopen,

voeding, old timer kopen,

fashion tips, inspiratie vakantie...

You?

How to save money?

Make-up tips?

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3 Measurement Strategies that will

Fail to Work in Next Decade

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1. Brand Trackers NOT Suitable for Always-On

2. Marketingmix modeling not suitable for always-on

Newspapers

TVDirect Mail

(DM)

Paid Search

2012 2013 2014

Base Sales

Magazines

Affiliates

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3. TV Modeling NOT suitable for Always-on

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And one that will partly fail...

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4. Last-click method does not work for branding

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The Attribution Challenge

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Two challenges for building consumer journey data

Time & Space

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The ‘Time Challenge’: Long Consumer Journeys

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The ‘Space Challenge’: Cross Screen/Channel

Fixing the Space Problem: sample & extrapolate

Fixing the Space Problem: sample & extrapolate

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Awareness KPI’sVoluntary view level 1Content Engagement level 1Consideration KPI’s

Voluntary view level 2Content Engagement level 2

Preference KPI’sVoluntary view level 3Content Engagement level 3Subscriptions/likes/+1 Sales KPI’s

Wishlist/basket/quoteSale

Loyalty KPI’sSharing/liking/return visitorsNewsletter subscriptionReviewing/Commenting

Fixing the Time Problem: cut & stitch real-time estimators

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Five Pragmatic Steps to Solve the Attribution Challenge1. Get rid of last-click CPA, GRP and Reach/impressions as Ultimate KPI’s

2. Start with your brand and consumer (journey) research- Who do you want to be as a brand? What does your brand have to say?- Who do you want to speak to? When? What do they allow your brand to be?

3. Create always-on content eco system bringing brand & performance together- Claim relevant themes and consumer moments across the full journey

4. Define KPI’s that quantify engagement with content across the full journey- Attribute a value to each KPI based on common sense (correct for space & time)- Use these KPI’s to evaluate and optimize campaigns and content- Track KPI engagements as part of your holistic consumer journey database

5. Periodically check value of KPI’s with data driven attribution modeling- Adjust values for each KPI and refine your KPI-set

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The blueprint for ‘digital thinkers’: How to drive digital change in companies.

“Think and Grow Digital” is presented as a guide for “millennials”. But the book is filled with maxims, slogans, charts, and other catchy ways of imparting lessons that even a non-millennial can apply.

Nicholas Lemann - The New Yorker Magazine

Integratie van online & offline marketing: Marketingliteratuur van het jaar

“Een boek dat elke marketeer zou moeten lezen. Het brengt de oude en nieuwe werelden bij elkaar.”

Juryrapport - PIM