Retail Media Insights - Marketing Metrics for Digital Retail Media
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Retail Media Insights - Marketing Metrics for Digital Retail Media

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Provides an overview of two experiment methodologies typically used to test the effectiveness of advertising, specifically in the retail media or place-based media environment.

Provides an overview of two experiment methodologies typically used to test the effectiveness of advertising, specifically in the retail media or place-based media environment.

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  • 1. Marketing Metrics forDigital Retail MediaExperimental Design for Campaign Measurement
  • 2. Bio
    20-year career in media and marketing research
    Advertising, media, retail and technology expertise
    Former VP, Research & Shopper Insights at InStore Broadcasting
    Designed media planning systems at Nielsen IMS
    Media planner at Hal Riney & Partners
    John Morgan
    Founder and President
  • 3. Overview
    Marketers are increasingly demanding accountability
    Proof of performance
    Consumer insights
    Ad optimization
    Return on investment
  • 4. Digital Retail Media:A Perfect Laboratory
    Located at point-of-purchase
    Can be interactive
    Addressable
    Low-cost production
    Efficient
    Category exclusivity
  • 5. Experimental Designs for ROI Analysis
    Matched panel design
    True experimental design that measures the effect of an advertising variable compared to a control during two observation periods
    Latin square design
    Used to measure the effect of multiple advertising variables without the use of a control
  • 6. Matched Panel Experiments
    A method for testing the effect of a campaign variable (advertising creative) on brand metrics (brand equity, purchase intent, sales) in a real-world environment
    Small scale testing minimizes the risk and costs associated with a full roll-out
  • 7. Matched Panel Methodology
    Locations are matched on traffic, category sales, demographic variables
    Locations are grouped
    Control cell (no advertising)
    Test cell(s) (advertising variables)
    Sales are compared on a pre vs. post / test vs. control basis
    Control Store
    Match!
    Test Store
  • 8. Matched Panel Example:Convenience Store TV
    Product: Energy drink brand
    Venue: Regional c-store video network
    Objective: Positive ROI
    Measure: Net incremental revenues (increased profit minus media and production costs)
  • 9. Matched Panel Example:Convenience Store TV
    Pre-Period
    Campaign-Period
    + $6,000
    Net Revenues
    Difference in Sales
  • 10. Matched Panel Example:Convenience Store TV
    Advertising ROI Analysis
    Net Revenue Difference $6,000
    - Media & Production Cost $5,000
    = Return on Investment $1,000
  • 11. Latin Square Experiments
    A method for testing the effect of multiple campaign variable (advertising creative) on consumer response without using a control
    Minimizes the number of venues needed for testing
    Ad
    A
    B
    C
  • 12. Latin Square Methodology
    Locations do not have to be matched, but should be representative
    Each advertising variable is introduced in every test cell during a different period of time
    Customer response is measured for each combination of advertising variable and time
  • 13. Latin Square Example
    Product: Checking account promotion for a national bank
    Venue: Doctor’s office waiting area video network
    Objectives: QR code scans direct to account application, new checking accounts opened
    Measures: Number of QR code scans
  • 14. Latin Square Example:Comparing Outcomes
    Total QR Scans
    Creative A: 60
    Creative B: 75
    Creative C: 45
    Creative B is most effective!
  • 15. The Proof is in The Numbers
    Our Services
    Audience Measurement and SegmentationAdvertising Sales and Marketing StrategyConsumer Insights for Content GuidanceAdvertising Campaign ROI Analysis
    Research Methods
    Syndicated Research Sources
    Matched Panel AnalysesConsumer Intercept SurveysObservational Studies
    Clients we Serve
    Advertisers and AgenciesMedia Network OperatorsRetailers and Venue OwnersInvestors
    John Morgan
    Founder and President
    Retail Media Insights
    john@retailmediainsights.com
    www.retailmediainsights.com