Management Decisions for New Media



                               w




     @maurygiles
     www.pursuitnow.com
     w...
Create Demand for a Relationship



Activate Relationship (Purchase Funnel)   Role of Marketing




Maximize Relationship ...
How Many




           How Long




                      How Often
Persuasion?
Channel     Consumer Journey               Business
Efficiency        Outcomes                   Outcomes
                 D...
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 elemen...
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
                                           ...
oAwareness
                          oValues
                          oRelevancy



                                     ...
Perceptions




Outcomes                 Behaviors
           Consumer
            Defined

              Rules

          ...
Market Share                   Times Ad Seen




Change in Purchase Intent                         Times WOM Heard




   ...
Media plan optimization

Incorporate social impact
                                             APPLICATIONS
What-if scena...
P U R S U I T MetricsFor ManagementDecisions2009Intro
P U R S U I T MetricsFor ManagementDecisions2009Intro
P U R S U I T MetricsFor ManagementDecisions2009Intro
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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 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

  1. 1. Management Decisions for New Media w @maurygiles www.pursuitnow.com www.consumercentric.biz
  2. 2. Create Demand for a Relationship Activate Relationship (Purchase Funnel) Role of Marketing Maximize Relationship (Lifetime Value)
  3. 3. How Many How Long How Often
  4. 4. Persuasion?
  5. 5. 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
  6. 6. New Media Influence?
  7. 7. Emergent Behavior New Tactics Social Media
  8. 8. A system consisting of many elements is complex if its overall behavior emerges from the behavior of the individual elements and their interactions.
  9. 9. A B
  10. 10. Knowing individual behavior not enough to predict Slight changes = dramatic changes
  11. 11. 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
  12. 12. 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
  13. 13. Perceptions Outcomes Behaviors Consumer Defined Rules Icosystem’s Concentric™ Platform
  14. 14. Market Share Times Ad Seen Change in Purchase Intent Times WOM Heard Change in Perception Effects of Campaign Effects of WOM
  15. 15. Media plan optimization Incorporate social impact APPLICATIONS What-if scenario planning with new tactics Harness all available data and insights

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