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P U R S U I T MetricsFor ManagementDecisions2009Intro
 

P U R S U I T MetricsFor ManagementDecisions2009Intro

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Presentation by Maury Giles of Pursuit, a business and communications innovation firm, as part Stanford MediaX's "Metrics for Management Decisions" discussion. Media X at Stanford University is a ...

Presentation by Maury Giles of Pursuit, a business and communications innovation firm, as part Stanford MediaX's "Metrics for Management Decisions" discussion. Media X at Stanford University is a collaboration of Stanford and industry that brings together Stanford's leading interactive technology research with companies committed to technical advancement and innovation.

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    P U R S U I T MetricsFor ManagementDecisions2009Intro P U R S U I T MetricsFor ManagementDecisions2009Intro Presentation Transcript

    • Management Decisions for New Media w @maurygiles www.pursuitnow.com www.consumercentric.biz
    • Create Demand for a Relationship Activate Relationship (Purchase Funnel) Role of Marketing Maximize Relationship (Lifetime Value)
    • How Many How Long How Often
    • Persuasion?
    • Channel Consumer Journey Business Efficiency Outcomes Outcomes Demand Creation: Perceived value Awareness/recall Differentiation/relevance Spend Sales / revenue Purchase Funnel: How many Profit Think, feel, do progression How long Lifetime value Intent to act How often Shareholder value Lifetime Value: Satisfaction Loyalty Net Promoter Score
    • New Media Influence?
    • Emergent Behavior New Tactics Social Media
    • A system consisting of many elements is complex if its overall behavior emerges from the behavior of the individual elements and their interactions.
    • A B
    • Knowing individual behavior not enough to predict Slight changes = dramatic changes
    • Shift focus from system to individual elements Each agent follows local rules Agent-Based Simulations Behavior depends on interactions with other agents Overall system behavior emerges from local interactions
    • oAwareness oValues oRelevancy oExposed to or participate in oGrow product knowledge marketing activities oChange attitudes oEngage in WOM oThink independently oBuy/experience product oResponsiveness oMessaging and media interdependencies
    • Perceptions Outcomes Behaviors Consumer Defined Rules Icosystem’s Concentric™ Platform
    • Market Share Times Ad Seen Change in Purchase Intent Times WOM Heard Change in Perception Effects of Campaign Effects of WOM
    • Media plan optimization Incorporate social impact APPLICATIONS What-if scenario planning with new tactics Harness all available data and insights