Providing Business Value With DigitalBridge Worldwide Measurement Discussion

Digital Measurement Discussion - Agenda

1. The Way It Is

2. The Way It Should Be

3. How To Get There

4. How We Can Help

5. Getting Started

Consumers Are Comfortable With Digital Media

The Marketer’s Digital Challenge:

More Important, But More Confusing!

We Hear Common Trends:

• I Saved My Budget, But Where

Should I Spend It?

• Which Emerging Capabilities Are

Right For My Brand?

• How Can I Better and More

Quickly Act On The Data?

42% of marketers are dissatisfied with ROI measurements and metrics

– up 7 percent Y/Y

Source: ANA/MMA study of 200 senior marketers from member companies

including IBM, Coca-Cola, Microsoft, ING, and Nestlé USA (2007)

Marketers Struggle With Measurement In Four

Fundamental Ways

Action without data• High-level goals without

supporting metrics to define them

• Measurement intended, but not

delivered (technology, budgets…)

Data without insight• Unread reports (everyone gets

seven…)

• Data used to justify current

activities, vs. guiding new ones

Insight without context• Confusion on which measures are

“right” and deserve focus –

• Little proven business value from

web behaviors (“engagement”)

Context without action• No plans for improvement,

continue as before

• Actions “miss the window” to be

effective

“Informed decision-making comes from a long tradition of guessing, and then blaming others for inadequate results.”

– Dilbert

The Result: Indefensible Spend on Marketing

Source: 2009 McKinsey & Company Survey of 529 C-level executives globally

86% of Global C-Level

Execs Assign Marketing

Budgets Qualitatively

Even Worse, 62% Of Those

Execs Are Slashing Their

Marketing Budgets In 2009

2001

2005

2009

2013

Rising Costs and

Complexity

Semantic

Web

Recall Every

Waking Moment

Behavioral

Modeling

Immersive

UI

Social

Commerce

Websites

iMedia

Search

Syndication

Email

Newsletters

eCommerce

E-Promotions

Mobile

Social Media

Sharing

Video

Social

Commerce

Meanwhile, Digital Continues To Evolve..

Increased Expectations

of ROI

... and Keeping Up Becomes Increasingly Complex

•What To Measure?

- Behaviors, Outcomes, Impact

•Where To Measure?

- iMedia, Mobile, Search, Social Networking, Video…

•When To Measure?

- Pre-Market, In-Market, Post-Market

•How To Measure?

- Tools, Budget, Methodology

It’s Time to Get Serious About

Measuring Digital Impact

The Way It Should Be:

Our Beliefs

1. Measurement should be holistic, insightful, and actionable.

2. Marketers should integrate digital measurement into their objectives to

optimize business decisions.

3. Decisions should be based on clear, objective results, and

complemented with smart business instinct.

How To Get There:

A Framework For Digital Measurement

• Capturing, Integrating And

Reporting Behaviors On The Web

• Translating Behaviors Into

Business Outcomes And Impact

• Planning And Refining The

Experience For Improved Impact

• Implementing Tools And Policies

That Optimize For YouAutomation

Optimization

Business Measurement

Digital Analytics

The Framework Helps Grow Relationships

• Listen and Observe Each Other

• Discover What’s Really Important

• Try Ways To Grow and Improve

• Anticipate Changes Based on

Mutual ExperienceAutomation

Optimization

Business Measurement

Digital Analytics

Relationship Analogy

How Marketers Should Use The Framework – Examples

• Creating Measurement

Plans

• Establishing Integrated

Dashboards

• Aligning Metrics To

Business Objectives

• Assessing ROI

• Multivariate Testing

• Scenario Planning

• Defining Business

Rules

• Deciding on ToolsAutomation

Optimization

Business Measurement

Digital Analytics

Example Marketer

Activities

Resulting Marketer

Benefits

• One Place To Clearly Track

Progress and Gauge

Performance

• Improved Customer

Experiences

• Marketing Spend Effectiveness

• Compounded Impact From

Reduced Expenses And

Incremental Revenues

• Know Which Programs And

Customers Drive Impact

• Eliminate Unnecessary

Programs

Automation

Optimization

Business Measurement

Digital Analytics

How We Can Help:

Supporting Services From Bridge Worldwide

• Campaign Analysis

• Web Reporting/Scorecards

• Site Surveys

• Media Reporting

Supporting Services

• KPI’s/Dashboards, Digital And Cross-channel

• Market Mix Modeling Support/Consulting

• Program/Campaign ROI Analysis

• Site Optimization

• E-mail Design And Subject Line Optimization

• A/B And Multivariate Testing And Analysis

• Predictive Forecasting

• Automated Personalization

At Bridge, Strategy and Measurement Are One

We marry measurement with strategy, and

lead clients to smarter business decisions.

Our client backgrounds lead to better

understanding, simpler discussions, and

more actionable recommendations.

We use insights from analytics to make

the relationships between our clients and

their customers more meaningful.

And We Have Partners Who Can Help…

• Bridge Worldwide is part of the WPP Group network, the largest agency holding company in

the world with more than 2,000 offices in 106 countries.

• For situations where particular expertise is needed, Bridge will be a single-point of contact to

bring in niche partners. Some examples:

Getting Started

• Free analysis of current

measurement activities against

measurement framework

• Includes recommendations on

simplifying your measurement

initiatives to drive business

value from digital marketing

Automation

Optimization

Business Measurement

Digital Analytics

BWW Measurement Services: Our Impact

Leading Clients To The RightSpend On Digital

•The Right Budget

•The Right Mix

•The Right Changes Over Time

Thank you

Michael Stich

Director of Strategic PlanningBridge Worldwide

m.stich@bridgeworldwide.com