• Save
Analogue Dollars vs. Digital Pennies
Upcoming SlideShare
Loading in...5
×
 

Analogue Dollars vs. Digital Pennies

on

  • 1,038 views

Find our how to make your advertising accountable. David Beaton, Senior Partner & CEO of Custometrics leads this instructive session that addresses what measurement sources are available to ...

Find our how to make your advertising accountable. David Beaton, Senior Partner & CEO of Custometrics leads this instructive session that addresses what measurement sources are available to advertisers in the digital space. Share an analysts’ perspective on the future of measurement and revenues from TV advertising? How can ad networks e-mail engines and campaign management systems connect? Can data be used to drive a dynamic participatory storytelling process!

Statistics

Views

Total Views
1,038
Views on SlideShare
1,036
Embed Views
2

Actions

Likes
0
Downloads
0
Comments
0

2 Embeds 2

http://www.nextmediaevents.com 1
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Analogue Dollars vs. Digital Pennies Analogue Dollars vs. Digital Pennies Presentation Transcript

    • Analogue Dollars Vs. Digital Pennies A Presentation to nextMEDIA Nov 19, 2008
    • An Introduction to Custometrics Ph.D. level, marketing analytics; statistical modeling and optimization High-impact performance management technology North American brands, B2C, B2C; wide range of industries The Technology Ad-CatalystTM 1:1 OptimizationTM Multi-channel evaluation and optimization Tackles hard-to-measure mass channels along with direct and retail channels Marketing communication measured along with other influencers: price, promotion, product introductions, etc. The Track Record 10-90% improvements in marketing communication impacts 2 nextMEDIA Conference Nov 2008 www.custometrics.com
    • Measurement in Digital Channels Controllable Intermediate Target Influencers Outcomes Outcomes Web site design SEO Cost-per-click Changes to: Paid Search Email design # Page views Total Sales Other Channels # impressions Online sales Demography ROI Uncontrollable ___ Influencers Click thru rates Cust Sat Competition Unique visitors Economy Brand Equity Conversion rates 3 nextMEDIA Conference Nov 2008 www.custometrics.com
    • Drivers of Paid Search Performance (Part 1) Keyword type & selection Generic vs brand Budget caps Total budget Allocation by search engine Copy Landing page design Web site performance Seasonality Market strengths and weaknesses Brand buzz; relative strength Offers 4 nextMEDIA Conference Nov 2008 www.custometrics.com
    • Paid Search Performance Analysis Short term vs holistic? Progression Profitable Not Profitable Brand vs Profitable Brand-Specific KW 1 Last Word Attribution KW's KW 2 Generic? KW 3 KW 4 Not Profitable KW 5 KW 6 KW 15 KW 7 KW 16 Cost vs net KW 8 KW 17 KW 9 KW 18 cash flow? KW 10 KW 11 KW 12 KW 13 KW 14 5 nextMEDIA Conference Nov 2008 www.custometrics.com
    • Drivers of Paid Search Performance (Part 2) Keyword type & selection Generic vs brand Budget caps Total budget Allocation by search engine Copy Landing page design Web site performance Seasonality Market strengths and weaknesses Brand buzz; relative strength Offers Other channels! Spending, timing, content, explicit or implicit linkages… 6 nextMEDIA Conference Nov 2008 www.custometrics.com
    • The (near) future of measurement Integrative Multi-channel Halo vs cannibalization effects Holistic Baseline vs incremental Bottom line-oriented ROI, profitability, volume Predictive Proactively manage risk Rank reliability Optimized Best allocation across available options Simulate variation 7 nextMEDIA Conference Nov 2008 www.custometrics.com
    • The Lightning Round (apologies to Jim Cramer) 8 nextMEDIA Conference Nov 2008 www.custometrics.com
    • Can online advertising ever match the revenues from TV advertising? Online TV The challenger The champion 8-15% of spend 35-50% of spend Rapid increase Growth challenges Very measureable (at Not so measureable least short term effects) …but not as scalable …but the work-horse for many advertising plans 9 nextMEDIA Conference Nov 2008 www.custometrics.com
    • How can ad networks, e-mail engines and campaign management systems connect? Multiple channels Different measures- of-success Different models of consumer engagement How to manage this complexity? 10 nextMEDIA Conference Nov 2008 www.custometrics.com
    • Knowledge-Intensive Marketing: A Channel-Based Approach to ROI Management DM TV 0 10100 TM SF 11001010 Radio 01011001101 11100101100101 10100110001000110 Print 00100010011100101 01011001000101 11011000110 Direct Mail 00111001 11010 10 Internet E-Mail WEB Convert Data using Models to deliver -the right message -about the right product Acquisition Channels, Listening to the Customer -in the right channel Optimized Through Data. -at the right time … To get the right result. 11 nextMEDIA Conference Nov 2008 www.custometrics.com
    • Optimization: Balancing Channel Use Channels Web Paid Original Plan FSI Mag Web Display Print Radio TV Search Jan $ - $ - $ 5.83 $ 69.97 $ 75.76 $ 37.20 $ 2,806.12 Feb $ - $ - $ 161.70 $ 82.74 $ 53.93 $ 122.64 $ 7,106.51 Mar $ - $ 816.32 $ 350.64 $ 107.26 $ 47.90 $ 97.53 $ 6,700.31 Apr $ - $ 783.66 $ 124.17 $ 86.10 $ 101.01 $ 49.80 $ 4,447.65 May $ - $ - $ 134.26 $ 96.41 $ 61.54 $ 1.52 $ 3,220.13 Jun $ - $ - $ 36.00 $ 69.60 $ 70.32 $ 29.49 $ 171.87 Jul $ - $ - $ 32.77 $ 61.23 $ 164.11 $ 65.50 $ 161.36 Aug $ 48.87 $ - $ 34.44 $ 54.81 $ 51.27 $ 57.20 $ 64.14 Sep $ - $ - $ 9.45 $ 40.11 $ 181.71 $ 55.98 $ 357.03 Oct $ - $ - $ 6.23 $ 35.65 $ 114.98 $ 117.92 $ 305.29 Nov $ - $ - $ 6.03 $ 35.31 $ 77.31 $ 16.77 $ 119.64 Dec $ - $ - $ 6.23 $ 31.53 $ 78.28 $ 173.72 $ 28.15 annual $ 48.87 $ 1,599.98 $ 907.75 $ 770.71 $ 1,078.11 $ 825.27 $ 25,488.19 Channels Optimized Web Paid FSI Mag Web Display Print Radio TV Plan Search Jan 0.00$ 0.00$ 5.83$ 69.97$ 0.00$ 0.00$ -319.12$ Feb 0.00$ 0.00$ 161.70$ 82.74$ 44.07$ 0.00$ -1052.51$ Mar 0.00$ 0.00$ 350.64$ 107.26$ 73.11$ 29.47$ -673.31$ Apr 0.00$ 0.00$ 124.17$ 86.10$ 101.99$ 0.00$ -769.65$ May 0.00$ 0.00$ 134.26$ 96.41$ 0.00$ 0.00$ -251.17$ Jun 0.00$ 327.00$ 36.00$ 69.60$ 0.00$ 0.00$ -13.41$ Jul 0.00$ 287.00$ 32.77$ 360.78$ 0.00$ 0.00$ -12.59$ Aug 0.00$ 0.00$ 34.44$ 54.81$ 0.00$ 15.81$ -5.00$ Sep 0.00$ 0.00$ 9.45$ 40.11$ 0.00$ 0.00$ -27.85$ Oct 0.00$ 187.00$ 6.23$ 35.65$ 0.00$ 0.00$ -23.81$ Nov 0.00$ 178.00$ 6.03$ 35.31$ 0.00$ 16.23$ -9.33$ Dec 0.00$ 0.00$ 6.23$ 31.53$ 0.00$ 30.28$ -2.20$ annual $ - $ 979.00 $ 907.75 $ 1,070.26 $ 219.17 $ 91.79 $ (3,159.94) 12 nextMEDIA Conference Nov 2008 www.custometrics.com
    • Can data be used to drive a dynamic participatory storytelling process? Under Obama, Web Would Be the Way Unprecedented Online Outreach Expected By Shailagh Murray and Matthew Mosk Washington Post Staff Writers Monday, November 10, 2008; Page A02 CHICAGO -- Armed with millions of e-mail addresses and a political operation that harnessed the Internet like no campaign before it, Barack Obama will enter the White House with the opportunity to create the first truly quot;wiredquot; presidency. 13 nextMEDIA Conference Nov 2008 www.custometrics.com
    • Contact Information David Beaton Senior Partner & CEO Custometrics 1 Valleywood Drive, #2 Markham, Ontario L3R 5L9 905-479-4181 dbeaton@custometrics.com 14 nextMEDIA Conference Nov 2008 www.custometrics.com