Eric Stein - My Ah-Ha Moment with Big Data - Data Summit
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Eric Stein - My Ah-Ha Moment with Big Data - Data Summit

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Eric Stein, EVP of Online Solutions, Epsilon

Eric Stein, EVP of Online Solutions, Epsilon

His presentation at 4A's Data Summit on October 16 in NYC. More information: http://datasummit.aaaa.org/

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  • The new forms of expression and interconnectivity have created a paradox for today’s marketersOn one hand, there are more ways to connect with consumers than ever before in more targeted channels, in real-time and with more relevant content… On the other hand, the explosion of digital channels has created unprecedented complexity. And the virtual and physical worlds are continually converging in conjunction with technological advances. While converging, these channels are still managed by brands in Silos. As such making informed decisions on how to allocate marketing budgets across these channels continuous challenge- Especially in a world where budgets are decreasing and where channels continue to proliferate CMO’s and marketing leaders need a partner that can look at the consumer journey holistically across ALL channels, and help optimize allocation of spend across these channels in order to maximize return on marketing investment.

Eric Stein - My Ah-Ha Moment with Big Data - Data Summit Eric Stein - My Ah-Ha Moment with Big Data - Data Summit Presentation Transcript

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  • Case Study: Driving Omnichannel Conversions % of Retail Sales Influenced % of Unique Impressions 40% 36% 35% 30% 23% 25% 22% 20% 20% 16% 16% 11% 15% 16% 12% 10% 6% 3% 3% 5% Media C Media D 4% 4% 0% Media A Media B Media D was 16% of the media plan, but only drove 4% of retail sales (OPPORTUNITY!) Media E Media F Media G Media H influenced the 2nd most retail sales (16%), but was only 4% of the media plan (OPPORTUNITY!) Media H Media I Media I influenced the most sales, and had the 2nd highest number of impressions (GOOD!) 2
  • Audience Scoring for Online Media Optimization Targeting Accuracy % of Media Plan 25.0% 22% 21% 19% 20.0% 17.1% 16% 15.0% 12.6% 11.3% 10.9% 10.7% 12.2% 11% Media F Media G 11.8% 10.3% 10.0% 5% 5.0% 3% 3% Media B Media C 0.0% Media A Media D Media E Media H 3
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