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MRM Seattle Digital Immersion Lab: Just Measure It!

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Analytics expert Vipin Mayar of MRM Worldwide discussed how aligning measurement strategies with company objectives can drive business intelligence. Once those strategies are set, marketers can adjust …

Analytics expert Vipin Mayar of MRM Worldwide discussed how aligning measurement strategies with company objectives can drive business intelligence. Once those strategies are set, marketers can adjust their channel mix—a simple, cost-effective way to boost results. Mayar and panelists from Meteor Solutions, Microsoft, and Forrester Research also addressed measuring social media and mobile marketing campaigns.

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    • 1. Welcome to the Digital Immersion Lab
      Just Measure It!The Many Faces of Analytics
      Thursday, November 12, 2009
    • 2.
    • 3. Digital Immersion LabWelcome
      Holly Brown
      SVP, Managing Director
      MRM Seattle
    • 4.
    • 5. Digital Immersion LabAnalytics
      Vipin Mayar
      EVP, Global Director of Data, Analytics and Marketing Accountability
      MRM Worldwide
    • 6. Digital Immersion Lab—Analytics
    • 7. Analytics Is Critical
      7
      According to a recent book, research has shown that every year $XX billion is wasted in advertising
    • 8. Driving Results Through Analytics—How?
      8
    • 9. 9
      Agenda
              
    • 16. 10
      Accountability Is More Critical than Anytime Before
      Top Marketer Issues in 2008:
      #1. Integrated marketing communications
      #2. Accountability/ROI
      Source: Association of National Advertisers andBooz Allen Hamilton, 2008; survey conductedamong 157 ANA-member marketers
    • 17. 11
      Marketers Demand…
      • Culture of Accountability
      • 18. Metrics Framework & Process
      • 19. Continuous Learning from Data
      • 20. Tools
      • 21. Channel Planning and Budget Allocation Tools
      • 22. Performance Dashboards with KPIs
      • 23. Continuous Campaign Optimization
      • 24. ROI Tools
      • 25. New Media Measurement Capabilities (e.g. Social media)
      Source : ANA Study
    • 26. 12
      Area 1: Channel Planning and Budget Optimization
    • 27. 13
      Mail
      Telemarketing Fax
      Customer Service
      Elevator Advertising
      Household PDAs
      Branded Sceens
      Magazines
      Radio
      Television
      iTV
      Viral Mail
      Retail Point of Sale Face-to-Face
      Outdoor
      Delivery Fulfillment
      Newsprint
      Placement/ Product Sampling
      Event/ Sponsorships
      Branded Mobile Phone Sites
      Banner Ads
      Full-page Banners
      Screens on Exercise Bikes
      Bar Code Scanner
      Branded CDs
      Branded Web Content
      Branded Games
      PDAs
      PVRs
      Telematics
      Mobile Mkt.
      Image Content Scanner
      In the World of Changes and Choices…
      …it’s increasingly difficult to reach, to engage and to impact.
    • 28. 14
      Most Marketers Have Not Embraced Channel Planning Tools
      “In response to a question about how budgets are allocated across different media, 80 percent of the respondents say that their companies either use qualitative measures—that is, subjective judgments—or simply repeat what they did last year.”
      McKinsey, 2008 Survey of Advertising
    • 29. Channel Planning Allocation
      with Right Tools Is Important
    • 30. A resource optimization
      solution that allocates budget
      across multiple contact points
      based on their effectiveness to
      deliver Brand’s objectives and
      their efficiency to reach the
      target audience.
      16
      Fusion Channel Planning
    • 31. Fusion: How It Works
      • Expert panel:
      • 32. Identify up to 35 channels to be studied
      • 33. Determine up to 5 marketing objectives for
      the brand
      • Choose up to 3 brands in the category to study
      • 34. Design online screener and survey for target audience
      • 35. Provide brand’s spend data by channel to compute channel efficiency
      17
    • 36. Proven in 110+ Projects, across Brandsin 14 Countries
      18
    • 50. Case Study: Coca-Cola
      • Allocate media budget against 3 communications objectives
      • 51. Brand love
      • 52. Consideration/Interest
      • 53. Activation/Purchase
      19
    • 54. Twenty-Nine ATL/BYL Channels Selected in the Study
      ADVERTISING
      DIRECT
      Company websites
      RETAIL
      20
      WOM
      PR
      EXPERIENTIAL
    • 55. Channel Effectiveness:
      Channel’s Ability to Build the Objectives
      21
    • 56. TV Ad Saturates Slowest Followed by Ads in Transportation
      22
    • 57. Coke Red’s Optimized Budget
      23
    • 58. Fusion-Insight Recommends a Diversified Budget Allocation to Improve Results
      23
      +70%
    • 59. Case Study III: U.S. Army’s 2008 Budget Planning
      Challenges faced by the team:
      • How to allocate budget differently for influencers and prospects?
      • 60. How much should we spend in Events/ sponsorship and PR?
      Results from Fusion:
      • By allocating budget differently, the result has increased by 14.8%
      • 61. Optimal event and PR budgets are found.
      25
      Efficiency Gain
      Efficiency Gain
      Pre
      Post
      +14.8%
    • 62. Rapid Cycle Deployment Delivers Results in 4-6 Weeks
      5
      4
      3
      2
      Construct optimized budget model
      1
      Gain channel insights
      26
      Collect data from consumer survey
      Select channels to include in analysis
      Determine/ prioritize objectives
    • 63. Area 2Dashboard & Insights
      27
    • 64.
      • Dr. Cliff Arnall of Cardiff University in U.K. has developed an equation to predict the most depressing day of the year. Factors:
      • 65. Weather
      • 66. Unfulfilled New Year's resolutions
      • 67. Debt
      • 68. Days since Christmas
      • 69. Arnall has declared January 22nd as the most depressing day of the year (appropriately coined as Blue Monday).
      28
      New Power of Data
    • 70.
      • Depression peaks during the holidays (Thanksgiving to Christmas) and in the spring
      • 71. Year-over-year it appears that depression searches are decreasing
      • 72. We seem to be least depressed sometime in August! (no surprise)
      29
      New Power of Data…Data Is the New Sexy
    • 73. 30
      …And Marketers Need Help to Link Data
      and Metrics!
      How changing attitudes from mar comm leads to sales
      1
      What We Need To Impact
      Perception Shift
      Behavior Change
      Revenue/ Profit
      Have to connect metrics to goals!
      2
      What Typical IndustryMeasures
      Brand health
      CPA
      Copy testing
      Open Rates
      Impressions
      Ad Awareness
      Ad Recall
      New Customers
      Response Rates
      Leads
      Favorability
      Customer Satisfaction
      Share of voice
      Reach/ Frequency
      Conversion rate
    • 74. 31
      The Dashboard Addresses These Challenges
      Analysis
      Data
      Cleansing
      Business
      Insight
      DATA
      STRATEGY
    • 75. Case Study Client Challenges
      • Inconsistent measurement across multi-channel, $50 MM
      global spend
      • Lack of alignment on metrics and tracking protocols across geographies
      • 76. No real process and tool to institutionalize learning’s
      32
    • 77. Perceptual &
      Behavioral
      Financial
      Investment
      Financial
      Investment
      Perceptual &
      Behavioral
      We Customized a Measurement Framework
      33
      Web
      Site
      Brand
      Tracking
      Social
      Media
      Paid
      Search
      Online
      Display
      Offline
      Media
      Competitive
      Media
    • 78. …And Established Drill-Down Dimensions for Each Dashboard
      Sales
      Volume
      Revenue
      Gross Margin
      34
      Site
      Landing Page
      Traffic Source
      Topic
      Competitor
      Brand
      Tracking
      Awareness
      Preference
      Comms Awareness
      Brand Linkage
      Web
      Site
      Visits
      Page Views
      Time on Site
      Top Content
      Social
      Media
      Buzz Volume
      Sentiment
      Verbatims
      Channel
      Channel
      Competitor
      Paid
      Search
      Spend
      Impressions
      Clicks
      Click-thru Rate
      Cost per Click
      Online
      Display
      Spend
      Impressions
      Clicks
      Click-thru Rate
      Cost per Click
      Offline
      Media
      Spend
      GRPs
      Compet.
      Media
      Spend
      SOV
      Property Placement
      Creative Size
      Engine Ad Group
      Key Word Position
      Channel Creative*
      Competitor Segment**
    • 79. Dashboard Demo
    • 80. Timeline to Launch 2–3 Months
      5
      4
      3
      2
      Evolution
      1
      36
      Deployment
      System Development
      System Design
      Data Discovery
    • 81. Channel Planning and Optimization
      Marketing Mix Models
      Fusion
      Strategic Allocations
      • Where to invest across ATL/BTL tactics, even among emerging, never before used media?
      • 82. Budget Allocation based on consumer consumption of media and provides insights into use of channel
      Optimization
      • Based on actual in market performance data
      VISIT THE DEMOS IN THE LAB
      26
    • 83. Key Takeaways
      • Channel optimization
      • 84. Use quant research based optimization tools
      • 85. Dashboard and insights
      • 86. Data Infrastructure
      • 87. Insights generating growth
      38
    • 88. Drive Analytics or…
      39
    • 89. Social Media
      40
    • 90. When it comesto social media…
      … schizophrenic
      the typical marketer today is…
      41
    • 91. AdMedia Partners 2008:69% of US senior media execsthink social media is “over-hyped”
      42
      ANA survey Oct 19, 2008:Marketers ranked social networking as the #1 tactic for
      growth opportunity (TV was #3)
      42
    • 92. “1.2 billion
      dollars”
      By 2012, spending will reach $1.5 billion; still < 5% (eMarketer)
    • 93. Consumers are not clicking ads
    • 94. Social Users Are Less Advertising-Inclined
      than Are Standard Internet Users
      45
      Source: IDC, 2008
    • 95. Lets see what our panel has to say on Social Media
    • 96. Thank You
      47
    • 97. Digital Immersion LabPanel Discussion
      Moderator
      Vipin Mayar, EVP, Global Director of Data, Analytics and Marketing Accountability
      Panelists
      Neil Strother, Analyst
      Ben Straley, Co-Founder & CEO
      Volkan Tekeli, Director of Business Intelligence
    • 98. Digital Immersion LabClosing Remarks
      Holly Brown
      SVP, Managing Director
      MRM Seattle
    • 99.
    • 100. Digital Immersion LabUpcoming Event
      February 11, 2010
      2010 Trend Report
      Register at MRMSeattle.com
      Visit our websites: MRMSeattle.com | MRMWorldwide.com
      MRM Seattle | MRMSeattle
    • 101. Digital Immersion LabContact Us
      MRM
      Holly Brown | holly.brown@mrmworldwide.com
      Vipin Mayar | vipin.mayar@mrmworldwide.com
      Panelists
      Ben Straley, Meteor Solutions | ben@meteorsolutions.com
      Volkan Tekeli, Microsoft | volkant@microsoft.com
      Neil Strother, Forrester | nstrother@forrester.com
      Visit our websites: MRMSeattle.com | MRMWorldwide.com
      MRM Seattle | MRMSeattle
    • 102. Digital Immersion LabOpen Lab
      Gain hands-on experience with some of the latest analytics engines. Check out interactive demos and speak with panelists one-on-one.

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