Advertising MeasurementConnecting the Dots:relevance, experience & ROITod Frincke, February 2011
Brands don’t have advertising challenges.They have business challenges.
But consumers don’t care about brands’business challenges.What matters to the consumer is what’shappening in the life of the consumer.
Traditional ad research andmeasurement still tells us much ofwhat’s relevant and meaningful.
But this is 2011, the world is a fragmentedlandscape of ideas, experiences, and images.Traditional ad metrics and research don’t tell ushow to resonate with consumers and engagethem in this world.
So let’s cut to the chase: what do we do?
We connect the dots between consumers’ andbrands’ respective interests, and we facilitatecustomer-brand experiences that bridge them What matters to What matters the consumer to the brand Brand Attitudinal,MROI & other communications behavioral &business goals experiential relevance & weight
A measurement & research framework to engageconsumers for the benefit of the brand 1. Frame the challenge as a series of moments in a lifetime customer-brand dialogue, and identify the moments that provide the best opportunities to build the brand’s success 2. Profile these opportunity moments to frame an engaging and mutually beneficial conversation: • The attitudinal and behavioral metrics that define success • The consumer • The context: attitudinally, behaviorally, and experientially 3. Socialize the learnings and implications among stakeholders during idea development. Align on key metrics. 4. Craft a measurement plan for rapid and iterative learning and response
A map of customer lifecycle enables the pivot between client and customer needs• Brand opportunities• Attitudinal context• Behavioral context• Experiential context
Metrics to align the effort brand objectives lifecycle moment opportunities what matters at each moment: context, barriers & motivators ideas, communications, & experiences
Answer the big questions to fuel the brief 1. What’s the opportunity? 2. What are the moments where we can influence the conversation? 3. Who’s the customer? 4. What’s the attitudinal context? 5. What’s the behavioral context? 6. What’s the social context? 7. What’s the experiential context? 8. What are the metrics?
Change how the agency worksIf measurement is not an integral part of theprocess of creating ideas, it’s not worth the bother
Focus on doing the right thing, not ondoing the wrong thing efficiently
Ad measurement is most typically a measure ofwhat has already been done Post- Campaign campaign Research & testing tracking & Measurement optimization & reporting Plan Brief Idea Build Execute Report
Strategic measurement bookends the process Frame the Frame the Monitor & opportunity experience Align & refine Adapt Plan Brief Idea Build Execute Report
Hire the right team & build the right capabilities 1. Strategy & insights 2. Secondary research 3. Primary research 4. Analysis 5. Testing 6. Modeling 7. Reporting & engagement 8. Data visualization 9. Database & data ops
Two primary types of measurement analyst 1. Strategy & insights 1. Measurement strategist 2. Secondary research More econ/sociology/psych - less statistics & math 3. Primary research Trained to think on both sides of the brain 4. Analysis Engaging & collaborative data 5. Testing storytellers 6. Modeling 7. Reporting & engagement 8. Data visualization 9. Database & data ops
Two primary types of measurement analyst 1. Strategy & insights 1. Measurement Strategist 2. Secondary research 3. Primary research 4. Analysis 2. Specialists 5. Testing Complement individual clients or agency practices 6. Modeling 7. Reporting & engagement 8. Data visualization 9. Database & data ops
It’s not rocket science.It’s connecting the right dots, andputting them into action.