A presentation on a Harvard Business School Article

1. Advertising
Analytics 2.0

2. Till not long ago

3. Advertising Budget

4. But, consumer behavior
began to undergo a
paradigm shift.

5. This forced marketers to
rethink their strategies

6. Swim-Lane Measurement

7. They ignored the power influence one
mediumcan have on another.

8. They ignored the power influence one
mediumcan have on another.

9. complex and dynamic
inter-related phenomena?

10. Solution?

11. A virtually infinite, granular reserve
of datahave been generated
throughout this past decade.

12. Crunching this data
is where Analytics 2.0
comes into the picture.

13. Analytics 2.0
includes 3 broad activities.

14. #1
Attribution

15. This is where the beauty of analytics 2.0 lie.

16. This is where the beauty of analytics 2.0 lie.

17. This is where the beauty of analytics 2.0 lie.

20. #2
Optimization

22. Thus, you have a a near accurate picture
of potential market behaviour,
without the
actual risks involved.

23. #3
Allocation

24. This is the last stage and involves actually
implementingthe course of action
after optimizing it.

25. Marketers should
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26. You

27. Created by Prasid Mitra,
Jadavpur University