Ad Men Meets Math Men : "Measure of Success"

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Presentation at the Philippine Junior Marketing Association (PJMA) STRATMARK 2012, Arena Mall of Asia, Manila, Philippines

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Ad Men Meets Math Men : "Measure of Success"

  1. 1. Hello.Friday, August 3, 2012
  2. 2. Friday, August 3, 2012
  3. 3. Digital Dive in 2001Friday, August 3, 2012
  4. 4. Friday, August 3, 2012
  5. 5. ? ??Friday, August 3, 2012
  6. 6. Friday, August 3, 2012
  7. 7. Advertising & MathFriday, August 3, 2012
  8. 8. Friday, August 3, 2012
  9. 9. Friday, August 3, 2012
  10. 10. Ad Man meets MATH ManFriday, August 3, 2012
  11. 11. Friday, August 3, 2012
  12. 12. Friday, August 3, 2012
  13. 13. Creativity = a „kick-ass‰ creative agency.Friday, August 3, 2012
  14. 14. Friday, August 3, 2012
  15. 15. Mass Media AdvertisingFriday, August 3, 2012
  16. 16. Classic Linear ModelFriday, August 3, 2012
  17. 17. „The Great Growling Engine of Change is Technology.‰ Alvin Toffler „Future Shock‰ 1970Friday, August 3, 2012
  18. 18. http://www.youtube.com/watch?v=OYecfV3ubP8Friday, August 3, 2012
  19. 19. Math MenFriday, August 3, 2012
  20. 20. ItÊs not a linear world anymore.Friday, August 3, 2012
  21. 21. The power is with the consumersFriday, August 3, 2012
  22. 22. http://youtu.be/PYMVsO8vVNIFriday, August 3, 2012
  23. 23. Friday, August 3, 2012
  24. 24. Online MeasurementFriday, August 3, 2012
  25. 25. Delivery Response Behavioral Conversion Metrics related to Ad-related audience Metrics that define Ad-driven “sales”* the media delivery of response metrics the user’s behavior metrics; determine your campaign; create within the client’s ad the effectiveness of planning efficiencies or on its Web site media against con- and optimize media sumer response = clicks/impressions (CPA) = cost/ conversions 1000 impressions) = views/impressions conversions/impresions = cost/clicks usage (e.g., store (Impressions/reach) locator) value = total revenue/ conversions Composition of post- Rich media interac- click/post-impression tion effect on site be- click to determine messag- haviorSite interaction ing strategy effects on conversion on paid search duplication performance conversion analysisFriday, August 3, 2012
  26. 26. DEFINITIONS & BEST PRACTICE Audience and Action 2.4.2.3 Web Analytics - ductive campaign elements and pathway. Visits Web site data tells us how successful our cam- paigns have been in driving traffic the client’s site or designated landing page.Friday, August 3, 2012
  27. 27. Audience and Action CPC (R)Friday, August 3, 2012
  28. 28. Traffic ReportsFriday, August 3, 2012
  29. 29. Facebook Page ReportsFriday, August 3, 2012
  30. 30. Facebook Page ReportsFriday, August 3, 2012
  31. 31. Facebook Page ReportsFriday, August 3, 2012
  32. 32. Search VolumeFriday, August 3, 2012
  33. 33. Search VolumeFriday, August 3, 2012
  34. 34. Online Video ReportsFriday, August 3, 2012
  35. 35. Conversations MonitoringFriday, August 3, 2012
  36. 36. Conversations monitoringFriday, August 3, 2012
  37. 37. The New Imperative Dashboard AnalyticsFriday, August 3, 2012
  38. 38. #1.Complex Behavioral SystemFriday, August 3, 2012
  39. 39. Havas Digital Insight CROSS MEDIA ATTRIBUTION Building bridges across Paid, Owned and Earned Media to optimize media mix efficiencies and effectiveness May 2012Friday, August 3, 2012
  40. 40. _______ #2.Think Simple. Orchestration.Friday, August 3, 2012
  41. 41. ______ Planning. #3.Media BehavioralFriday, August 3, 2012
  42. 42. #4.Shift in Thinking. Digital creativity is a plan for arranging elements in such a way as best to accomplish a particular purpose.Friday, August 3, 2012
  43. 43. #4.Shift in Thinking. Search, Explore, Discover, Learn, Discuss, Experience Creativity is The Medium. http://youtu.be/6fK3TNjR2JYFriday, August 3, 2012
  44. 44. Measuring Success : Case StudiesFriday, August 3, 2012
  45. 45. The Role of Digital.Friday, August 3, 2012
  46. 46. Define The Role of DigitalFriday, August 3, 2012
  47. 47. The Role of Digital 1. Acquire & Engage 2. Orchestrate not Amplify 3. Community-CentricFriday, August 3, 2012
  48. 48. Digital Objectives 1. Largest FMCG Page 2. Engagement & InteractionFriday, August 3, 2012
  49. 49. http://youtu.be/rRVGvmY7V1MFriday, August 3, 2012
  50. 50. Real Time is Magical. coupled with location data becomes transformational.Friday, August 3, 2012
  51. 51. Friday, August 3, 2012
  52. 52. http://www.youtube.com/watch?v=Sh-JRoY7_LUFriday, August 3, 2012
  53. 53. Points to remember ! Complex Behavioral System ! Think Complex ! Behavior Planning ! Shift in Thinking ! Creativity is the Medium ! Define The Role of DigitalFriday, August 3, 2012
  54. 54. http://youtu.be/oUNm_n61maUFriday, August 3, 2012
  55. 55. Friday, August 3, 2012

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