And the number of communications consumers are exposed to has explodedSource: Luma Partners 2011
Econometrics has become the accepted solutionto measuring communications effectiveness Weeks
Using analytics to address our clients’ keybusiness challenges… Complex How much should we spend on How much are we How much should we comms in the next three years? spending this quarter? spend next year; and how? What is the cost/ benefit of branding? Which message is the How much should we Are we on track to hit most appealing? spend in digital? our targets? Which retail locations appear the most appealing? Tactical Strategic Can we optimise TV How should we allocate schedules to drive web visits? spend across the portfolio? Which months are Please optimise the media the most efficient? mix and implementation How do we know what DR What return could I expect is really contributing? from a new product? Simple
It’s crucial that communications performance is measured through a holistic approach that takes into account offline influences Typical path to conversion analysis PurchasePath 1Path 2 No purchase X Generic search Brand search Aggregator Display
Continuing to develop our evaluation techniquesto ensure we capture all communication channelsis crucial
And over the last few years we’ve built strong experience on the effectiveness of areas such as content activation 450 Business Science database of 42 Content examples Index of Sponsorship ROI vs TV Spot ROI 400 examples ROI Index v. that brand’s ROI for TV Advertising 350 300 250 200 Average = 140 Content activation ROI 40% higher than TV ROI 150 100 50 - Content PropertiesSource: MediaCom Business Science benchmarks
Defining the KPIs for each piece of activity is key Facebook fans Video views Likes/comments/interactions Buzz/Sentiment/Brand monitor Downloads/ratings/apps Followers Awareness/consideration Brand image Searches Clicks Dwell times Web visits Vouchers/redemptions Competition entries Calls Sales Retention
The future for media targeting and measurement will bethrough more granular information potentially through singlesource measurement
Today you’ll hear the views of some of the industries experts on where the future of marketing effectiveness is headed Clare Newman Justin Armsworth David Lovie Head of Business Science EMEA Head of Marketing Services Scotland Principal Consultant Mark Riseley John Thekanady Peter FieldGroup Product Marketing Manager EMEA Head of Client Services Consultant
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