Marketing Metrics forDigital Retail MediaExperimental Design for Campaign Measurement<br />
Bio<br />20-year career in media and marketing research<br />Advertising, media, retail and technology expertise<br />Form...
Overview<br />Marketers are increasingly demanding accountability<br />Proof of performance<br />Consumer insights<br />Ad...
Digital Retail Media:A Perfect Laboratory<br />Located at point-of-purchase<br />Can be interactive<br />Addressable<br />...
Experimental Designs for ROI Analysis<br />Matched panel design<br />True experimental design that measures the effect of ...
Matched Panel Experiments<br />A method for testing the effect of a campaign variable (advertising creative) on brand metr...
Matched Panel Methodology<br />Locations are matched on traffic, category sales, demographic variables<br />Locations are ...
Matched Panel Example:Convenience Store TV<br />Product: Energy drink brand<br />Venue: Regional c-store video network<br ...
Matched Panel Example:Convenience Store TV<br />Pre-Period<br />Campaign-Period<br />+ $6,000<br />Net Revenues<br />Diffe...
Matched Panel Example:Convenience Store TV<br />Advertising ROI Analysis<br />Net Revenue Difference        $6,000<br />- ...
Latin Square Experiments<br />A method for testing the effect of multiple campaign variable (advertising creative) on cons...
Latin Square Methodology<br />Locations do not have to be matched, but should be representative<br />Each advertising vari...
Latin Square Example<br />Product: Checking account promotion for a national bank<br />Venue: Doctor’s office waiting area...
Latin Square Example:Comparing Outcomes<br />Total QR Scans<br />Creative A:  60<br />Creative B:  75<br />Creative C:  45...
The Proof is in The Numbers<br />Our Services <br />Audience Measurement and SegmentationAdvertising Sales and Marketing S...
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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.

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Retail Media Insights - Marketing Metrics for Digital Retail Media

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

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