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.

Business Career

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)

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

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.

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

P U R S U I T MetricsFor ManagementDecisions2009Intro

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A report by thenetworkone and Kurio. The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).

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The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

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From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world. With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively. The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage. Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience. See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers See the original article on Forbes here: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b

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Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world. Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance. For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age. Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.

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During this webinar, Anand Bagmar demonstrates how AI tools such as ChatGPT can be applied to various stages of the software development life cycle (SDLC) using an eCommerce application case study. Find the on-demand recording and more info at https://applitools.info/b59 Key takeaways: • Learn how to use ChatGPT to add AI power to your testing and test automation • Understand the limitations of the technology and where human expertise is crucial • Gain insight into different AI-based tools • Adopt AI-based tools to stay relevant and optimize work for developers and testers * ChatGPT and OpenAI belong to OpenAI, L.L.C.

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P U R S U I T MetricsFor ManagementDecisions2009Intro

1. Management Decisions for New Media w @maurygiles www.pursuitnow.com www.consumercentric.biz

2. Create Demand for a Relationship Activate Relationship (Purchase Funnel) Role of Marketing Maximize Relationship (Lifetime Value)

3. How Many How Long How Often

4. Persuasion?

6. 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

7. New Media Inﬂuence?

9. Emergent Behavior New Tactics Social Media

10. A system consisting of many elements is complex if its overall behavior emerges from the behavior of the individual elements and their interactions.

11. A B

12. Knowing individual behavior not enough to predict Slight changes = dramatic changes

13. 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

14. 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

15. Perceptions Outcomes Behaviors Consumer Deﬁned Rules Icosystem’s Concentric™ Platform

16. Market Share Times Ad Seen Change in Purchase Intent Times WOM Heard Change in Perception Eﬀects of Campaign Eﬀects of WOM

17. Media plan optimization Incorporate social impact APPLICATIONS What-if scenario planning with new tactics Harness all available data and insights

P U R S U I T MetricsFor ManagementDecisions2009Intro

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