Measuring Beyond the “Like”

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This presentation is from Performance Marketing Summit 2014 in Denver, CO (June 17, 2014). Session description: Consumers are true multi-channel explorers, they move seamlessly between devices, channels & platforms. This session will cover unique ways to measure ROI by evaluating post behavior.

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Measuring Beyond the “Like”

  1. 1. Measuring beyond the like in 18 Min So much to say, so little time
  2. 2. WHO AM I? Benjamin Spiegel Sr. Partner, Managing Director Strategy GroupM, a WPP Company @nxfxcom +1 (617) 663-4107 linkedin.com/in/benjaminspiegel Benjamin.Spiegel@groupm.com www.GroupM.com
  3. 3. GroupM is the leading global media investment management operation. Worldwide Billings – US $90.8bn – 400 offices – 21,650 Employees – 81 Countries
  4. 4. 175,000 Employees in 3000 Offices in 110 Countries Advertising; Media Investment Management; Data Investment Management (formerly known as Consumer Insight); Public Relations & Public Affairs; Branding & Identity; Healthcare Communications; Direct, Digital, Promotion & Relationship Marketing; Specialist Communications
  5. 5. Importance of Data & Technology to WPP Over the past 5 years, WPP has invested more than USD $1B in data.
  6. 6. TYPES OF DATA WE CARE ABOUT Product Usage Offline Media Online Media Online PurchasesCRM Insights Online Purchases Online Purchases In-Store Purchases Demographics Lifestyle & Attitudes Stakeholder Data Brand Health Ad Exposure Competitive Media Social Measurements
  7. 7. BUT THIS STORY STARTED IN 2000 (COULD NOT FIND A RELEVANT Y2K STOCK PHOTO)
  8. 8. WE STARTED OUR AFFILIATE PROGRAM
  9. 9. 1ST LEGAL US RX AFFILIATE PLATFORM
  10. 10. THINGS WERE SIMPLE
  11. 11. PLATFORMS WERE SIMPLE
  12. 12. DEVICES WERE SIMPLER
  13. 13. DATA WAS 12kb
  14. 14. LEVERAGING TECHNOLOGY
  15. 15. Be Creepy
  16. 16. Why Creepy?
  17. 17. 1. Consumers have changed They opt-in and we need to adapt
  18. 18. 2. Device Fragmentation Native and Adaptive content
  19. 19. 3. Consumption Methods Innovation and Ease of Use
  20. 20. How to be Creepy
  21. 21. 1. Listen to them They want you to be relevant
  22. 22. 2. Record what they are saying Build your own DMP
  23. 23. 3. Become a data scientist Or hire one – Data is the new currency
  24. 24. I GOT IT, AND NOW WHAT DO I DO?
  25. 25. Social Amplification ROI Calculating the true value of a lead
  26. 26. TODAYS ~ROI MATH $0.01 $0.10 $0.50 $0.75 $15.00
  27. 27. THE CHANGE
  28. 28. SOCIAL AMPLIFICATION $15.00 $15.00
  29. 29. True Social Listening (Really wanted to use this image)
  30. 30. LETS ASSUME
  31. 31. I SELL MOVIE MEMORABILIA
  32. 32. How to identify audiences Who, when, where and what to say
  33. 33. THE DATA IS FREE
  34. 34. Real-time Conversation Dashboards
  35. 35. Influencer Identification
  36. 36. Communications Planning
  37. 37. Thank you Tweet questions at @nxfxcom

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