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

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

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Transcript

  • 1. Hello.Friday, August 3, 2012
  • 2. Friday, August 3, 2012
  • 3. Digital Dive in 2001Friday, August 3, 2012
  • 4. Friday, August 3, 2012
  • 5. ? ??Friday, August 3, 2012
  • 6. Friday, August 3, 2012
  • 7. Advertising & MathFriday, August 3, 2012
  • 8. Friday, August 3, 2012
  • 9. Friday, August 3, 2012
  • 10. Ad Man meets MATH ManFriday, August 3, 2012
  • 11. Friday, August 3, 2012
  • 12. Friday, August 3, 2012
  • 13. Creativity = a „kick-ass‰ creative agency.Friday, August 3, 2012
  • 14. Friday, August 3, 2012
  • 15. Mass Media AdvertisingFriday, August 3, 2012
  • 16. Classic Linear ModelFriday, August 3, 2012
  • 17. „The Great Growling Engine of Change is Technology.‰ Alvin Toffler „Future Shock‰ 1970Friday, August 3, 2012
  • 18. http://www.youtube.com/watch?v=OYecfV3ubP8Friday, August 3, 2012
  • 19. Math MenFriday, August 3, 2012
  • 20. ItÊs not a linear world anymore.Friday, August 3, 2012
  • 21. The power is with the consumersFriday, August 3, 2012
  • 22. http://youtu.be/PYMVsO8vVNIFriday, August 3, 2012
  • 23. Friday, August 3, 2012
  • 24. Online MeasurementFriday, August 3, 2012
  • 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. 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. Audience and Action CPC (R)Friday, August 3, 2012
  • 28. Traffic ReportsFriday, August 3, 2012
  • 29. Facebook Page ReportsFriday, August 3, 2012
  • 30. Facebook Page ReportsFriday, August 3, 2012
  • 31. Facebook Page ReportsFriday, August 3, 2012
  • 32. Search VolumeFriday, August 3, 2012
  • 33. Search VolumeFriday, August 3, 2012
  • 34. Online Video ReportsFriday, August 3, 2012
  • 35. Conversations MonitoringFriday, August 3, 2012
  • 36. Conversations monitoringFriday, August 3, 2012
  • 37. The New Imperative Dashboard AnalyticsFriday, August 3, 2012
  • 38. #1.Complex Behavioral SystemFriday, August 3, 2012
  • 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. _______ #2.Think Simple. Orchestration.Friday, August 3, 2012
  • 41. ______ Planning. #3.Media BehavioralFriday, August 3, 2012
  • 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. #4.Shift in Thinking. Search, Explore, Discover, Learn, Discuss, Experience Creativity is The Medium. http://youtu.be/6fK3TNjR2JYFriday, August 3, 2012
  • 44. Measuring Success : Case StudiesFriday, August 3, 2012
  • 45. The Role of Digital.Friday, August 3, 2012
  • 46. Define The Role of DigitalFriday, August 3, 2012
  • 47. The Role of Digital 1. Acquire & Engage 2. Orchestrate not Amplify 3. Community-CentricFriday, August 3, 2012
  • 48. Digital Objectives 1. Largest FMCG Page 2. Engagement & InteractionFriday, August 3, 2012
  • 49. http://youtu.be/rRVGvmY7V1MFriday, August 3, 2012
  • 50. Real Time is Magical. coupled with location data becomes transformational.Friday, August 3, 2012
  • 51. Friday, August 3, 2012
  • 52. http://www.youtube.com/watch?v=Sh-JRoY7_LUFriday, August 3, 2012
  • 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. http://youtu.be/oUNm_n61maUFriday, August 3, 2012
  • 55. Friday, August 3, 2012