Equipping marketing and research for a digital social mobile age v fPresentation Transcript
Introduction to Rubinson Partners, Inc.
Equipping marketing and research for a digital, social, and
Joel Rubinson, President
Rubinson Partners, Inc.
Ideas herein are property of Rubinson Partners and cannot be used without permission. email@example.com
Rubinson Partners, Inc. (RPI) founded in 2010 by the former Chief
Research Officer at the Advertising Research Foundation
Includes a network* of world class talent
Clients include leading marketers, marketing research firms, and digital
Founder was the Chief Research Officer at the ARF, 25 years as chief
research officer at The NPD Group, Advanced methods practice leader
for Vivaldi (leading branding consultancy), and head of analytics in
North America and global lead on shopper insights for Synovate. Joel
started his career at Unilever.
Joel has an MBA from the University of Chicago, with concentrations in
Economics and Statistics.
Joel is a widely read blogger, published author and frequent speaker.
A bit about Rubinson Partners, Inc…
*Senior resources formerly at Procter, Kraft, Mastercard, and current NYU
and Fordham faculty, and two leading research and analytic firms are all part
of the RPI network
Joel is also on the faculty of NYU Stern School of Business where he
teaches social media strategy.
The brave new world of marketing…
From days of old…
In a traditional marketing era, marketers built brands largely
based on running paid advertising to generate awareness,
interest, desire, and hopefully action. In this worldview,
consumers were not part of the media equation.
Today, brand KPIs mostly still follow this old model…survey-
based, slow, and continuing to reinforce a TV-first marketing
…to days of bold
In a digital, social, and mobile world consumers have become a
significant part of the media process:
Interacting via second screens
Sharing: endorse or dissuade friends regarding branded content and
their feelings about a given brand
Leaning-forward as they search, pull information, and seek
opinions/ideas. For example, Google says there are 8 BILLION
searches in the US each month that are food recipe related.
Joining brand communities via Facebook, Twitter, signing up for e-
mails, and downloading branded apps.
And now, all of these actions can take place right at point of purchase and
on the street corner via smart phones
Use smartphones for just in time, shopper decision making, right
at point of purchase
However, narrative without measurement strategies,
can lead marketers to some really wrong conclusions
A post-apocalyptic media world (is coming) substantially
devoid of brand advertising as we have long known it.
Bob Garfield, 2007
Advertising revenues continue to grow in the US
and globally. Advertising is part of every media
The ROI of social media is that your brand will still be in
business in five years. Eric Qualman, Socialnomics
Conversations are important sources of insights that
inform marketing actions. However, for most brands,
paid media and shopper marketing still have a
greater demonstrated impact on sales.
Linear TV viewing is dying, being replaced by DVRs,
Tablets, video on demand and Netflix. Forrester has been
predicting the death of linear TV since 1999.
TV viewing is stable and linear TV still accounts for
about 90% of time. Tablets and smartphones are
strengthening the TV experience and cannibalizing
laptop use, not TV.
Why would anyone still have a website when then can have
10 times as many relationships via their Facebook page?
Sheryl Sandberg, Facebook
Facebook has impact but search and owned media
are often a more powerful combination for driving
shopper action and 1-1 marketing
Commonly heard industry beliefs: Rubinson assignments have found:
Mobile is changing the way we live and the way marketers need to think about media.
Yes, this one IS true! But…nearly 70% of mobile use isn’t mobile…it is at home!
Rubinson Partners has created the industry’s first
valid measurable models to guide brand success
in a digital age
How do we actually measure,
paid, owned, and earned
media and its effects on the
How do we fully leverage
digital and social data to
create “sense, respond, and
How do we seamlessly fuse
together insights and action?
Redesign your insights programs to leverage
listening and digital sensing, along with surveys
Rubinson game changing innovation
Innovating Innovation. In partnership with InsightsNow, Inc. RPI offers an
award winning system called BehaviorLens ™ based on moments marketing
Rubinson game changing brand guidance
Next generation Marketing Mix
Modeling:, RPI has created
approaches for improved
estimation of digital and social
Measurable model of media in a
paid, owned, earned, media
world. For large CPG marketers,
created the first contemporary
measurable model of media
Sense, respond, anticipate.
Designed one of the most
comprehensive shopper insights
listening and digital sensing
platforms ever created in CPG.
Reinventing brand tracking. For
leading CPG marketers, created a
next generation approach to brand
tracking that fully leverages
instant digital and social data,
integrated with survey and mobile
Smartphone understanding. For AOL, consulted on award winning project to understand smart phone
owners’ usage and motivations, published in HBR
Social sharing behaviors. For ShareThis, led one of the largest analyses of sharing behavior
Value of a Facebook fan. With Compete, determined the value of a Facebook fan is real but only if they
pay return visits to the fan page
Path to purchase research: What is media’s influence on shopper actions, not just awareness and
Workshops on shopper and digital marketing
Rubinson game changing learning
Advice for advertisers
Create a measurable model of paid, owned, and earned media where you, rather
than your agencies, own the protocols. This is your starting point for understanding
Learn how to integrate digital behaviors, social media listening/fan profiles and survey
data to create a complete and continuous monitor of what a healthy brand looks like
in a digital age.
Create a fast pivot campaign optimization system with a tagging and conversion
structure that links behaviors to ad exposure.
Use multi-stage marketing mix modeling approaches that model the direct and
indirect effects of media
Get ahead of the curve on mobile. It is changing everything
Understand path to purchase influencers; are you reaching people with your
messages at the right moments?
Each year, radically redesign at least one of your major processes; innovation, brand
guidance, insights approaches to leverage new possibilities in a digital, social, and
How Rubinson Partners works with
advertisers and media companies
As part of your
help define the
Create a picture of the future-
state, a proposed plan of
action, identify potential
partners for the client
Guide, manage, and/or
build the solution on
behalf of the client
Equip the organization to
leverage the new approach
How Rubinson Partners works with
As part of the
understand and help
Design the offer that would
address unmet client needs, and
create a proposed plan of action Guide, manage, and/or
build the solution
Equip the organization to
commercialize the new approach
How may I help you?