How much is your content worth? A Presentation to nextMEDIA: Monetizing Digital Media Nov 28, 2007

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-Catalyst TM 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 10-35% improvements in marketing communication impacts

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-Catalyst TM

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

10-35% improvements in marketing communication impacts

How Much is Your Content Worth? … from the pov of advertisers… … and from an analytical perspective.

… from the pov of advertisers…

… and from an analytical perspective.

Defining Terms Channel A touchpoint between a brand and its customers/prospects Ex; Display Ads Content An expression within a channel TSN.ca home page

Channel

A touchpoint between a brand and its customers/prospects

Ex; Display Ads

Content

An expression within a channel

TSN.ca home page

What keeps Advertisers up at night? Deliver ROI Too many choices…and … too little time… … and fewer staff to get the work done.

Deliver ROI

Too many choices…and

… too little time…

… and fewer staff to get the work done.

The Demand for ROI Measurement? Improvement? Discipline? Creative? Targeting? Budgeting? Forecasting? Allocation? Channel? Media Mix?

Measurement?

Improvement?

Discipline?

Creative?

Targeting?

Budgeting?

Forecasting?

Allocation?

Channel?

Media Mix?

For every channel of communication between advertiser and customer, there is a distinct language of targeting and evaluation. Question: How do we put all the pieces together? flyers television newspaper FSI radio tele-marketing e-mail web magazine Unaddressed DM OOH Addressed direct mail Bill inserts Tough Questions…

For every channel of communication between advertiser and customer, there is a distinct language of targeting and evaluation.

Question: How do we put all the pieces together?

Tough Questions… In the boardroom, marketers are under more scrutiny than ever before. Every department in the firm is under pressure to perform; to show ROI. Marketing is not exempt. If budget cuts are necessary, marketing spends are often the first to go.

In the boardroom, marketers are under more scrutiny than ever before.

Every department in the firm is under pressure to perform; to show ROI. Marketing is not exempt.

If budget cuts are necessary, marketing spends are often the first to go.

Accountability in Digital Channels Controllable Influencers Web site design SEO Paid Search Email design Other Channels Uncontrollable Influencers Competition Economy Intermediate Outcomes Page views # impressions Demography Click thru rates Unique visitors Time spent Conversion rates Target Outcomes Changes to: Total Sales Online sales ROI ___ Cust Sat Brand Equity

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization Incremental Sales Baseline Sales

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization Current ROI: 451%

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization RR

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization Optimization Starts

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

An Advertisers’ Wish List ROI Volume Price Low Risk Sustainability Segmentation Targeting Simplification Balance Optimization

ROI

Volume

Price

Low Risk

Sustainability

Segmentation

Targeting

Simplification

Balance

Optimization

Some Suggestions… Testing vs Sticking Standing out for Test Budgets Competing with Other Media to Stick

Testing vs Sticking

Standing out for Test Budgets

Competing with Other Media to Stick

Discussion/Q&A

Contact Information David Beaton Senior Partner & CEO Custometrics 1 Valleywood Drive, #2 Markham, Ontario L3R 5L9 905-479-4181 [email_address]

David Beaton

Senior Partner & CEO

Custometrics

1 Valleywood Drive, #2

Markham, Ontario

L3R 5L9

905-479-4181

[email_address]